Consumer learning behavior

There are different perspectives about consumer behavior have been emerging
during the time period of Traditional-Positivist. The early models for consumer buying
behavior have been presented by different economists. After that many researchers have
conducted research studies and developed traditional perceptions in the market. The
perceptions were presented in the context of behavior, attitude, rationality, traits and
situational analysis. This section will discuss each perspective with argument.
According to positivist approach, consumers have different traits like rational,
consistent and have knowledge about prices, features and quality of different products.
This perception has been developed by analyzing different things on a logical basis,
scientific research and test. The aim of this kind of research is to develop is to conduct
empirical research in order to develop generalized rules and laws which can use to
estimate and predict correctly about the behavior of consumers. This research can also
provide help in the future in order to control the behavior of consumers. The engineering
college of Erode Sengunthar conducted research further on the results of positivist
approach. Erode has worked a lot and brought advancement in goals and targets of
marketing research. This approach has different assumptions.
One assumption is that if any reality exists then it can be measured objectively.
Second is that behavior can be identified, control and estimated. So, in literature,
researchers have concluded that the traditional positivist approach is that consumer
behavior can be controlled with those factors which are beyond the control of consumers.
In a research study, the researcher has stated that consumers do not bring change for

themselves. The change only occurs with some internal or external factors o which
consumers have very little control. The perception about behavior suggests that mostly
consumer behaviors are determined by external environmental factors. Such kind of
nature, of consumer behavior is known as static nature.
A researcher has reinforced this static nature of consumer behavior and concluded
that consumers can be motivated when tensions are less and consumers have achieved
equilibrium in an internal state of mind. Then researchers have assumed that consumers
always strive to achieve balance and stability. The theories related to consumer behavior
believed in consistent and organized behaviors. Thus, in literature, a general perception
exists that if knowledge about consumer characteristics (behavior, attitude, rationality,
traits and situational analysis) is available then prediction can be made and these
prediction can be accurate (Adkinson & Chung, 2014).
The traditional perception has also identified and differentiated reactive and
passive types of consumers. The researchers have suggested that consumers have a lack
of ability to reflect themselves in an accurate way. So, marketers can control customers
with some manipulation in the environment. The adoption of this traditional approach has
set a paradigm which supports the typical applied consumer knowledge and marketing
practices which must reflect this applied consumer knowledge. The next discussion will
be about Non-Positivist approach which has been developed by researchers after
criticism of the traditional approach. The aim of further approach is to compensate the
some weak points of traditional approaches (Akilli, Alkaya, Akilli, & Kizilboga, 2014).

Negative approach contrasts with the traditional approach. This approach is also
known as post-modern or informative approach of consumer behavior. According to this
approach, consumers of todays world are well informed. They do not passively respond
to elements of the environment, but have the ability to proactively assign meanings and
understand them. The researchers have also stated that behaviors are linked with content
about which consumers have their own meaning and perception. According to this
approach, buying of any product is not the matter of rational decision which takes by
consumers after analyzing pros and cons of the product. Now, consumers think about the
consumption experience of the product (Akosa Antwi, Moriya, & Simon, 2015).
So, consumers behavior and decision are based on internal feelings and their
meanings about the system. The post-modern approach has more concerned about the
meaning of the subject which have understood by consumers. The Non-Positivist
perceptive has two perceptions; (1) interpretive approach, (2) postmodern approach. The
first one is different from others in marketing subject. The interpretive approach has more
concern pre-assumption about human subject, freedom of thinking, and more selfconscious consumers. This approach also suggests that consumers are more unified and
rational people who have complete control to write or develop their own meaning about
the subject (Aslan, Diken, & endodu, 2011).
Moreover, researchers have stressed on the experimental aspect of human
behavior like imaginations, fun and emotions. This approach has also suggested that
consumers have developed rational and consistent depictions of the world. This will
make it more predictable and meaningful world of consumers. There is an assumption
about the subjective map is that it should be inter-subjective. The meaning of inter-

subjective is that information must share with the whole society. While post-modern
approach is different from former. According to this, there is no pre-assumed feelings are
existing in consumers which make an impact on their behavior in which way they are
behaving. The consumers behavior can be changed after interaction with society
(Augusto Felcio & Rodrigues, 2015).
The change is constantly in the market and it depends on the product which
consumers are consuming, circumstances and purposes of using that product. The postmodern approach has developed an identity of the consumer which has the nature of
incomplete and unsolidified. The research study has been suggested that consumers of
today's world are continually changing their values, perceptions and often living in
extreme contradictory life style and even have no feeling of incomplete and
inappropriate. This approach has given stress on creativity, independence of customer and
power. These three things can give them the power to change themselves according to the
changes in the world and lifestyle of other people (Bagley, 2015).
The Non-Positivist approach has raised questions about the claims of modernism
about culture, philosophy and empirical realities. There was a conference was held about
the literature review of Innovative Business Practices in Technological Era. The
speakers have said that modernism approach has divided the world in classification of
customer, manufacturer, gender and much more. While the post-modern approach
considers this classification is inappropriate attempt to legalize some incomplete truths
about society and consumer behaviors. If we summarize above discussion then we can
say that post-modern approach has legitimate the classification of the new approach.

This approach acknowledges the complex, non-rational and non-predictable

nature of consumers and their behaviors. This not only focuses the buying process of
consumer, but also has given equal importance to experimental aspects of human nature
which have great impact on consumption of the product. We are not sure that which
information found in the social media is true or not, but it gives the information to the
juror. Now a day researcher is struggling that they hoped that juror have a great and wide
vision on following information that falls effect on juror decision making (Baloglu &
Pekcan, 2006).
Travelers also give important information to their consumers so they are also
guiding them on social media for their trip. Briefly description will be found in the social
media about hotel, restaurant, places, transportation and food, feel a great effect on the
consumers making decision. Both of the organizations that belong to the travelling or
carry a business have used the social media because they wanted to communicate with
their consumers by uploading pictures, informed of new places, advices and warnings
(Barbaresco, Courtemanche, & Qi, 2015).
There are many people, who uses the online traveling system for information, 58
% people of US are connected with it, 49 % take review and references, 18 % used
photos and 12 % read only blogs and 5 % who have watched videos about it. People
show their activities on the social media the group form so in this way they are getting
results in groping form. Now people mostly consider it as a social degree where who and
how much people done work it is also important social media is a vital key that falls great
influence on the consumers how to make decision and after that they want validation that
they are decided.

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