TÜKETİCİ DAVRANIŞLARI

The process of learning takes place when a consumer experiences some learning error, but it may not always be necessary to have experience for a consumer to learn. For instance, for learning to occur, a consumer may observe others’ behavior. This is called observational (social) learning.

Learning is a process. It is the process of gaining new knowledge and experience through reading, thinking, speaking, observation, and discussion. The consumers’ knowledge and experiences help them develop behavioral patterns to deal with similar situations.

Learning is permanent changes in behavior. If there is no change in behavior as a result of learning activity, learning cannot be considered complete. Learning creates a positive or negative change in behavior.

Learning is a system that operates with conscious or unconscious efforts. Learning occurs either with an individual’s conscious effort (such as gathering information about products, surfing on the web about a service or experience) or unconsciously when exposed to some information (TV advertisement, news) and events involuntarily.

Stimulus generalization is defined as the response to a stimulus similar to the conditioned stimulus. Competing brands attempt to benefit from stimulus generalization, introducing products to the market with a package similar to that of the product of a leading brand to create a positive reaction to their product.

Stimulus discrimination is the opposite of stimulus generalization. It happens when brands try to ensure that the difference between their products and competing products is perceived by their target consumers. Most product differentiation and positioning strategies are examples of stimulus discrimination designed for consumers to distinguish a product or brand from its competitors based on an essential and valuable feature.

Operant conditioning has three principles, which should be taken into account to be successful in marketing applications. These are positive reinforcement, negative reinforcement, and punishment.

Active and inactive problems: Consumer problems can be classified as active and inactive problems. Problems that are generally associated with a need recognition and arise from consumers’ self-realization of the need are defined as active problems while the needs that consumers are not yet aware of are defined as inactive problems

the inert set includes the brands of which the consumer is aware, but towards which s/he is basically indifferent. Inept set includes the brands that a consumer is aware of when considering a purchase yet has a negative attitude.

Limited Problem Solving is used generally for frequent purchases.

Extensive Problem Solving is used generally for infrequent purchases.

Routinized Choice Behavior is a is typical form of frequent purchases.

Impulse buying is defined as an unplanned purchasing, often accompanied by intense feeling states such as pleasure and excitement with a sudden urge (Rook, 1987). The reasons behind impulse buying behavior are addressed under two categories.

Individuals show differences in their decision-making processes based on their experiences and knowledge about the qualities of products and services they wish to purchase. As previously mentioned, all shopping experiences are about problem solving. When solving problems, we may refer to cognitive (limited or extensive problem solving, and routinized choice) and impulse (unplanned) purchasing.

Marketers that target several consumer segments, each with different problem-solving processes, may have to develop multiple strategies to influence the different decision outcomes. (Peter and Olson, 2010: 180). There are three types of cognitive purchase: Limited problem solving, Extensive problem solving, and Routinised choice.

Consumers may learn about a product of which they have no prior knowledge. This may occur effortlessly or accidentally due to advertisements and marketing communication. This is called incidental learning.

Behavioral learning theory focuses on the learning that occurs as a result of consumer reactions to stimuli.

Classical conditioning is a frequently used method in political marketing studies. For example, it is common for political leaders to display images of themselves holding babies to the press, which creates positive emotions in a large part of society. The given case (having a dinner with this family) can also be considered as a classic conditioning.

Stimulus discrimination is the opposite of stimulus generalization. It happens when brands try to ensure that the difference between their products and competing products is perceived by their target consumers.

Most large companies continue to advertise, even though their brands are firmly established in consumers’ memories. For example, a large portion of the advertising budgets of the largest beverage brands such as Coca-cola and Pepsi are reserved for reminder advertisements, aiming to move their products from long- term memory to short-term memory, or information recall.

Information search is the second stage of the decision making.

Several reasons lay behind existence of the opportunity recognition, such as the release of a new product in the market, a change in consumer purchasing power and living conditions, or marketing communication.

Except purchase for self all the factors listed increase consumers’ possibilities of maintaining an external search before purchasing. Purchase for self on the other hand decreases.

Decision rules are the procedures consumers use to facilitate consumption-related choices when the attribute-based choice is concerned.

Involvement refers to consumers’ perceptions of importance or personal relevance of an object, event, or activity.