Process of customer education and market creation Singh Sudeshwar P., Associate Professor Lal Bahadur Shastri Institute of Management, Delhi Abstract Researchers have explored and researched extensively on individual learning, customer education and market creation for past few decades. Subsequently, various models for learning have been proposed with greater scope for customer education and market creation. Classically, literature has proposed two distinct methods of learning, like behavioural and cognitive ones, which are bit unclear on the basis of their functioning and are supposed to be rooted on two separate aspects of learning process respectively, and are unable to provide a comprehensive framework. In this piece of work, an attempt is being made to understand and appreciate the process of customer learning on a common platform. Accordingly, attributes like concepts, belief, self-reference criterion (SRC), pool of information, and prior information form the important dimensions for individual learning. Finally, this framework is conceptualized with the process for market creation and development. Tentatively, this conceptual model exhibits the process involved and presents a framework to be tested empirically. Top Keywords Behavioral learning, cognitive learning, self-reference criterion, belief system, concepts, market creation. Top |