CB&MC

Unit-2
Presented by
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Group 2 (10-18) Next Slide

 Topics
under
Unit - 2 • Consumer Perception
• Consumer Learning
• Behavioral Learning
• Cognitive Learning
• Consumer attitude Formation & Changes
• Reference Group
• Family, Gender & Age Influences
• Social Class Influences on Consumer
Behavior
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• Cultural Influences on Consumer BehaviorNext Slide

 Consume Percepti
r on
Consumer perception refers to how individuals interpret and make
sense of the marketing stimuli they encounter

It involves:
• Selective Attention
• Selective Distortion
• Selective Retention
• Perceptual Process
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 Consume
Brief
Overview

rLearning
Consumer Learning refers to the process by which
individuals acquire knowledge, preferences, and
skills related to buying and using products or
services. This learning shapes consumer behavior,
influences decision-making, and affects brand
loyalty.
Key Factors Types of Consumer Learning
• Motivation
• Perception • Cognitive Learning
• Reinforcement • Behavioral Learning
• Memory • Observational Learning
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 Behaviour
Learning
al
Behavioral learning theory plays a significant
role in understanding consumer behavior, as it
explains how consumers develop preferences,
habits, and brand loyalty through their
interactions and experiences with products and
brands.
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 Aspects Behavioral
of learning
Classical Operant
Conditionin Conditioni
ga product
Associates Involving ng
rewards and
or brand with a punishments, is
positive stimulus to central to shaping
create a favorable purchasing habits.
response.
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 Cognitive
Meaning

Learning Cognitive learning is a theory

focused on understanding the
mental processes involved in
acquiring knowledge.

Purpose Key Idea

Helps learners think critically, It encourages deeper
problem-solve, and apply engagement by promoting
knowledge effectively. active understanding, rather
than just memorization.
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 Comprehensio Application
n
Understanding the ‘why’ Using knowledge in real-

Key
and ‘how’ behind world contexts.
concepts.

Aspects Problem- Critical

solving thinking
Developing solutions Reflecting on and
based on learned evaluating ideas.
information.
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 Consumer
attitude
Formation &
Changes
• An attitude is a learned predisposition to respond in a
consistently positive or negative way to a given object
or event.

• The way consumers think and feel about and act

towards some aspect of their environment.
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 Component Cognitive

sof Consists of the consumer’s beliefs and

knowledge about the attributes of a particular

Attitude brand, product or outlet. These may not be

‘true’ but they exist and are the individual’s
beliefs.
Behaviour Affectiv
al e
Represents the consumer’s tendency Represents the consumer’s ‘feelings’ or
(intention) to respond in a particular way emotional reaction to a product
towards the object or event. Based on experience or cognitive
information
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 Referenc Group Meaning

e
Reference groups are people or groups that
influence our choices, like what we buy or
wear.

How it affect Types

our choices? • Primary Groups: Close people like family
Getting information ➡️ and friends who impact us daily.
People look to these groups • Secondary Groups: Larger groups we’re
for opinions on products. part of but not as close to, like coworkers.
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 Influence Consumer
s Behaviour

Family: Age: Gender:

Structure, Age Groups, Roles &
Life-cycle, Life Stage, Stereotypes
Roles Cohort ,
Psychologic
al
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 Social
Influenc
Class
Meaning
Social class refers to the hierarchical distinctions

es between individuals or groups in society based on

factors such as wealth, education, occupation, and
income.
Key
influences
• Income Levels
• Occupation
• Education
• Lifestyle & Aspirations
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 Cultural
Meaning
A set of values, beliefs, norms, and customs shared
Influenc
by a group of people, influencing their lifestyle and
behavior. es
Types
• Subcultures: Smaller groups within a culture with
unique values (e.g., youth culture, ethnic
subcultures).
• Social Class: Influences the level of spending,
product choice, and brand loyalty.
• Global Culture: Due to globalization, cultures
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blend, influencing trends (e.g., Western fashion in

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Asia).
 Than You!
k Thank you for your attention.
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