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EVALUATION OF THE INFLUENCE OF LEARNING ON CONSUMER BEHAVIOUR AND THE IMPLICATIONS FOR MARKETING PRACTICE - Didia, J.U.D. and Harcourt, H.

EVALUATION OF THE INFLUENCE OF LEARNING ON CONSUMER BEHAVIOUR AND THE IMPLICATIONS FOR MARKETING PRACTICE

Didia, J.U.D. and Harcourt, H.
Department of Marketing, Faculty of Management Sciences,
Rivers State University of Science and Technology, Port Harcourt, Nigeria
Email:didia_jud@yahoo.com

ABSTRACT

This study is on the influence of learning on consumer behaviour and its implications for marketing practice. The methodological approach involved extensive literature review that revealed the various models of learning and their influences on consumer behaviour and marketing implications.
It is therefore our conclusion that learning is not only important but imperative in consumer behaviour modeling and in the successful practice of marketing.

Keywords: Consumer Behaviour, Model, Learning, Marketing Implication.

INTRODUCTION

It is trite to say that a thorough understanding of the consumer, his wants, preferences, perceptions and deprivations, is the beginning of organizational wisdom. The understanding of the market and character of demand is very essential for the success of corporate governance. This is so because of consumer dynamics and oftentimes unpredictable buying disposition. Berkmanet al (1997) accordingly asked the following questions: What is it that makes buyers buy?
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