Continuous, non-continuous, systematic, intended and unintended procedures, aimed at acquiring the knowledge and information necessary for individuals, and learning are all changes that occur to the behavior of similar situations, learning relates to the process of obtaining different information and experiences as a result of exposure to similar situations and from that, it is the permanent change in behavior that occurs as a result Experience and expertise.

All that affects consumers during the process of buying what is available of goods and materials or the acquisition of a service or what can be provided in the future with the aim of events of acceptance of the product, learning is informing and educating consumers about the product, its benefits, and how to use it. In this concept, marketing men work to create acceptance of their products.

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Factors Affecting Learning

External factors

It is the groups of elements that surround the individual and affect the behavior of the individual, making him acquire or learn something new, and includes the environment surrounding the individual, and educational, study curricula.

Internal factors

It is the group of elements that are intrinsically related to the individual himself, for example preparing the individual from a psychological and mental aspect of the learning process, and the individual’s motives and desires.

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Learning Principles in Purchasing Decision-Making


 The consumer can learn the motivation must be available, and if it is available, it must be created and created, and it may be an internal or external motivation.


 Providing and providing information to the consumer in order to acquire the advantage of knowledge to enable him to learn.


It is related to an individual’s reaction to the motivation or stimulus to which he or she is exposed, and maybe a response.

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