Page 96 - DMGT506_CONSUMER_BEHAVIOUR

Unit 6: Consumer Learning

6.4 Measures of Consumer Learning Notes

Measures of consumer learning include recall and recognition tests, cognitive responses to
advertising, and attitudinal and behavioural measures of brand loyalty.

Recall tests are used by the marketers as a means of testing consumers' memory. Marketers
often use a cued recall test, a free recall test, or serial recall test to evaluate various aspects of
short-term memory - a person's ability to retrieve information recently learned.
Cued recall, also known as stimulus/response, involves memorising a sequence of information,
using any method desired. Free recall is a test of memory in which subjects are asked to memorize
a short sequence of pictures, numbers, or words during a specific length of time. Serial recall
generally tests a person's ability to remember information in a precise order or to remember
circumstances as they occurred within a time frame.
Recognition tests are used by the marketers to test the effectiveness of advertising. Individuals
are selected from the target market and they are asked to look through a magazine and then to
recall advertisements they have seen.
A basic issue among researchers is whether to define brand loyalty in terms of consumer's
behaviours or the consumer's attitude towards the brand. Brand loyalty refers to the extent of
the faithfulness of consumers to a particular brand, expressed through their repeat purchases,
irrespective of the marketing pressure generated by the competing brands. Brand loyalty consists
of both attitudes and actual behaviours toward a brand and both must be measured. For marketers,
the major reasons for understanding how consumers learn are to teach them that their brand is
best and to develop brand loyalty.

Task Suppose you are the marketing manager of newly launched Micromax Mobiles.
Create the marketing mix in such a manner that the consumer learn about the brand as
soon as possible.

Case Study Consumer Learning with Facebook

he ever-more-common use of the internet has made it most consumers' first choice
in researching products they may want to buy online or elsewhere - it's a lot easier
Tto check a few websites than to visit multiple physical retail locations in search of
something you could just as well call a few friends to ask about.
The typical consumer learning process - need identification and solution exploration,
reference and advice seeking, and other purchase decision factors have essentially remained
unchanged. However, the internet, and all the great variety of information so instantly
available has quickened this process radically. Popular social networking sites like
Facebook have systematized the sharing of relevant information among friends so well
that it's now easier than ever for consumers to find all the information they want about
anything their trusted friends can share with them!
Additionally, simply searching Facebook for particular brands or types of products yields
relevant discussions, pages, groups and the like that people can evaluate for themselves,
even without hearing from anyone they already know. I don't have to already trust

Contd....

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