Learning refers to changes in an individual’s thought processes and behaviors caused by information and experience.
- The learning process is strongly influenced by the consequences of an individual’s behavior; behaviors with satisfying results tend to be repeated.
- Inexperienced buyers may use different, more simplistic, types of information than experienced shoppers familiar with the product and purchase situation.
- Marketers help customers learn about their products by helping them gain experience with them, perhaps through free samples, in-store demonstrations, and test drives.
- Consumers learn about products indirectly through information from salespeople, friends, relatives, and advertisements.
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