Learning And Consumer Behavior: The Interconnection Between

Unique to Humankind, learning is the ability to recall the past and contemplate, or analyze it. Consumers adapt their responses to different products and services based on past experiences. The consumer response is affected by the perception they had when they encountered the product in the past, and conclusions they made based on their perception. Marketers use data collected from consumer learning research to find ways to enhance consumers’ perception, to skew the response in their favor. Learning is deeply interconnected with the customer or buyer decision making process. Buyer decision making process is a study of consumer behavior that leads to the purchase and usage of specific items. The study of customer buying behavior is crucial for marketers because it allows them to understand what consumers expect. It aids in comprehending what motivates a customer to purchase a product. However, here, learning goes both ways. As can be seen, marketers and strategists have to learn about costumers and the way they operate in order to be successful in making them make a purchase. The buyers themselves also have to learn about the product first, to be able to even think about making a purchase and also about their experiences they have had before in order to make the purchase successful and meet their own needs. A consumer decision-making process consists of five equally important steps: identifying a need or want, doing a research about it, comparing products and services, selecting a product or service, and finally evaluating the result.