Consumer behavior: Approaches to consumer learning

Learning is the major determinant of the human behavior. All the human beings includes some or the other form of learning. Knowledge and skills within a  human being is gained through the learning. The unintentional form of learning is known as incidental learning. Learning is the ongoing process that covers a wide range of the consumers that are associated with the stimuli, such as the logo of the product and then response to the series of cognitive activities. All the information given by the companies through their products is closely related to the significant aspect of the consumer behavior (Akers 2012). There are different types of learning approaches, which are studied by the Psychologists, which explain the learning in varieties of ways. The most popular form of approaches is: learning theory, behavior theory, and cognitive theory. These approaches are quite from each other and each of the approaches has its own complexities, methods, and emphases.

Different learning theories

The behavior theory approach is connected between the response and stimulus, in which the stimulus is defined as an object, which is a sense of the person along with the behavioral response of the person, which he/she reacted in some situation. This theory entirely relies on the response and stimulus. The theory also generates the relationship , across the situations, having the similar response (Akers 2012). Behavioral theorists are not concentrated over the learning process. Its major concern is focused over the learning, which is considered as a response that occurs over some events in the external environment of a person.

Cognitive theory occurs through the mental process in which people gathered the information in order to solve the problems Cognitive theory leads to the encoding, elaboration, and message organization that leads to the better memory.  Cognitive theory is based on the eight factors which are: environment, situation, behavioral capability, expectations, expectancies, self-control, observational learning, and reinforcements. These factors provide opportunities and social support and supports in developing the perception of the environment and promote the healthful forms, which helps in targeting the consumer and understanding their behavior. Cognitive theory also develops the confidence among the individuals in performing the specific behavior that ensures the success.

Learning theory describes the way through which information about the consumers is absorbed, retained and processed during the session of learning. It brings emotional, cognitive, and environment that influences the experience for enhancing and acquiring the skills, knowledge, and views of the consumer in the global and domestic market (Bandura and Walters 1963).

In Tweetfreak, the motives of a consumer is engage with the social media that provides insight of consumer activities. There are different studies that are focused over the consumer;s motivation. There are many studies that are adopted by the company, which focuses over the consumer’s motive in order to use the certain media. There are three motives of consumers, which are: information, medium, entertainment, and social aspects. These motives identify the social interaction, entertainment, community  development, self-expression, and self-actualization. These motives are related to the consumer learning in order to attract them towards the products.

Consumer attitudes towards the way TweetFreak will develop and promote social media service

Attitudes to develop new product and promotion

While developing the new product and promotion of the product , marketing research process is applied that brings with the definition of the problem and solving the problems. These problems are centered towards the perception of the consumer towards the product. Example, if a company wants to re-brand the product of the company, firstly they will design the research plan of the product, whose aim is to cover the attitudes and perceptions that drives towards the lack of volume of sales. Attitude and perception of the consumer also depends over the data sources that includes application of both primary and secondary methods. These methods include the focus groups, behavioral data, experimental research, and surveys. The attitude of the consumer is highly influenced by the experience and persona, direct marketing, the influence of family and friends , mass media, and direct marketing. The basic means through which the attitudes towards the services and goods are formulated is through the direct experiences of the customer in evaluating and trying them.

The attitude of the consumer also lies in recognizing the significance of the direct experience, marketers that attempt to stimulate the new products trail through providing them with free samples and coupons. If the product is likeable, then there is a probability that consumers will most likely have the positive attitude and would like to repurchase the product. The Tweetfreak is mostly interested in focusing over the direct marketing programs that target the small consumers through offering better products and  services, which suits their lifestyle and interest. Tweetfreak is also targeting the consumers on the basis of demography, psychographic, and demographic profiles that depicts the highly personalized offering of products and messages that depicts the special requirements and desires of the consumers. Consumers are also highly influences through the direct marketing programs launched by the companies whose main aim is to target the attitudes of the consumer, because services offered through these programs convey and address the individual segment requirements and concern. An attitude that develops through the direct experience with the company is more confident, enduring, and resistant that even attack the indirect experiences.

Attitude change strategies

Attitude change is mostly learned that even influence the personal experiences e of the consumer and the sources of gathering information and affect the speed and receptivity through which attitude of the consumers could be altered. Altering the attitude of the consumer is the main strategy for the most of the company, even for Tweetfreak.  Tweetfreak enjoy the significant amount of consumer goodwill along with the loyalty. The overt goal of Tweetfreak is to exist the positive attitude of the customers so that they could give way to special offers of the competitors (Heinonen 2011). Objective of  Tweetfreak is to change the attitude of the customers. Among the attitude change strategies adopted by the company includes, alter the components of the Multiattribute model, change the beliefs of the consumer regarding the requirements of the consumer, change the basic motivational function of the consumer, resolving the conflicting attitudes, and association of the products with the events.

Ways of influencing family unit and control the use of the service

How children/teens are socialized?

In present time social media websites are attracting large amount of the youth population towards the social media websites and helps them in connecting with their friends and share their thoughts with each other. Social media has become the integral part of each individual as it helps in connecting with people. It is one of the popular ways of raising the public issues and opinions of the people over the internet, which can be easily reached among the people. More and more teens or children can be attracted towards social network through creating the brand of the company. Through the popularity of the brand, the teenagers are interested in joining the community and become a part of it. Word of mouth is the best way to popularize the social websites. Tweetfreak is also adopting such strategies in order to promote its services and products. Tweetfraek wants to create a platform in which lot of members can share their thoughts and avail the services of the company. Through social media websites communication among the organizations can also foster that could create the awareness and even improve the services of the consumers (Lai and Huang 2011).

Family decision making

The family decisions plays crucial role in deciding, whether youngsters should avail the services or not. There are still many families who don’t consider right to use the social media services and even put the check on the usage of internet. Therefore, it’s important for Tweetfreak to consider the decisions of the family and then only launch the marketing and promotional problems, so that large numbers of youth could be targeted (Miller and Dollard 1941).

Importance of subcultures

The culture is quite significant for the companies, because they help in satisfying the requirements of the customers. The requirements of the customers within the culture can be satisfied through guidance, standard practice and suggestions. Culture is basically enduring and consistent that follows for satisfying the requirements of the people. Culture influences the behavior of the customers and even display the behavioral patterns of the customers. This happens due to the ethnicity, which includes the religious beliefs and geographical considerations. Subgroups are also referred as the subcultures (Miller and Dollard 1941). The members included in the subculture display the values, customs, and beliefs, which are quite distinct from the other segments in the similar culture. Along with the beliefs values and customs, dominant values and behavioral pattern of the larger society are also considered. The religious beliefs are the part of the subculture and influences the decisions of the consumer regarding the brand and services offered by any company.

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