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Unit 2

The document discusses several models of consumer behavior: 1. The eclectic or multivariable model includes both industrial and ultimate purchasers and identifies three levels of decision making that consumers progress through. 2. The Howard-Sheth model identifies four major components - inputs, outputs, perceptual constructs, and learning constructs - and describes how stimuli are processed through these components to influence a consumer's intentions and purchase behavior. 3. The Engel-Kollat-Blackwell model outlines five major activities in a consumer's decision process: need recognition, information search, alternative evaluation, purchase, and outcomes. 4. The Nicosia model focuses on the relationship between firms and consumers, dividing the process

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Lakshmi Bala Manickam
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48 views

Unit 2

The document discusses several models of consumer behavior: 1. The eclectic or multivariable model includes both industrial and ultimate purchasers and identifies three levels of decision making that consumers progress through. 2. The Howard-Sheth model identifies four major components - inputs, outputs, perceptual constructs, and learning constructs - and describes how stimuli are processed through these components to influence a consumer's intentions and purchase behavior. 3. The Engel-Kollat-Blackwell model outlines five major activities in a consumer's decision process: need recognition, information search, alternative evaluation, purchase, and outcomes. 4. The Nicosia model focuses on the relationship between firms and consumers, dividing the process

Uploaded by

Lakshmi Bala Manickam
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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UNIT II

12/21/2014

Models of consumer behavior


Why a model?
- A model is an abstract conception of the real world
situation.
They help in the development of theories.
They help to understand complex relationship.
They provide the framework for discussion and research work
They explain the factors that affect purchase of a particular type of goods
and services.
They allow future predictions to be made and are able to assess the likely
outcomes of various marketing strategies.
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Eclectic or Multivariable Models

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This model includes both industrial purchasers and

ultimate purchasers.
Three level of Decision Making:
Extensive problem solving
Limited problem solving
Routinised response behaviour

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Levels of decision making


Extensive problem solving

Limited decision making

Early stage of decision

Advanced stage

making
Buyer has only little
information about brands
No choice criteria

Choice criteria are well

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defined
Still buyer has not decided
which will serve best

Routinised response behavior


Well defined choice criteria
Strong disposition to one brand
Consumer has no confusion

Ready to purchase a particular brand with little

evaluation

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Brand choice behavior

Extensive
problem
solving

Limited
problem
solving

Routinised
response
behavior

brand choice behavior overtime changes as learning occurs. buyer


moves from extensive problem solving to routine response
behavior.
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Four Major components


Input variable
Output variable

perceptual and learning construct


Exogenous variable
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1.Input variable in this model is


stimuli
Significative stimuli- actual elements in the brand
Symbolic stimuli they are produced by producer in

symbolic form
Social stimuli generated by social environment(

family,friends,groups etc)

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2.Output variable buyers observable


response to stimuli
Attention (magnitude of buyers information
intake)

Attention

Comprehension (buyers store of information


about a brand)

Comprehension

Attitude (buyers evaluation)

Attitude

Intention ( which brand he /she will buy)

Intention

Purchase behavior (actual purchase)

Purchase behavior

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10

3. Perceptual and learning


construct (
Means number of intervening variables.)

Perceptual construct

Deal with information


processing.

Learning construct

1.Sensitivity to information
2.Perceptual bias(altering info)
3.Search for information

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11

Learning construct
Deal with the buyers formation
of concepts.
1. Motive
2. Brand potential of the evoked set(Those brands
whish are actively considered)
3. Decision mediators- help in ranking or matching the
purchase alternatives
4. Predisposition-attitude towards the brand
5. Inhibitors- refers to envt forces like price,time
pressure
6. Satisfaction
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12

Inputs
outputs
Stimuli display

Perceptual constructs

Learning constructs
Intention

Significative

a. Quality

Purchase

Confidence

b. Price

Overt

c. Distinctive

search

Intention

d. Service
Attitude

e. Availability

Attitude

Stimulus
Symbolic

ambiguity

a. Quality

Brand
Motives

Comprehension

b. Price
c. Distinctive
d. Service

Brand
comprehension

Choice
Attention

Criteria

e. Availability

Attention

Percept-ual
bias
Social
a. Family
b. Reference

Howard, and Sheth, Model of Buyer


behavior

groups
c. Social class

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Operation of the model


Starts when buyer confronts an input, and that input

achieves attention.
Stimulus is subjected t0 perceptual bias
Then to purchase
Routine purchase

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Evaluation of the model


Helps in understanding consumer behaviour
Identifies many variable influencing consumer
Information search is recognised

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limitation
Variables are not well defined
Does not explain joint decision making
Complex

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Decision process comprises of five


major activities
Motivation and Need

recognition
Search for information
Alternative evaluation
Purchase
Outcome positive or negative
If dissonance(feeling of doubt), it
will be negative
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The Engel-Kollat-Blackwell Model of Consumer Behavior.

Information

Input

Decision Process

Processing

Precision Process

Problem

Exposure

Variables Influencing

Individual

Recognition
Internal

Characteristics
Search
Motives

search
Beliefs

Attention

Values
Lifestyle

Stimuli:

Personality

Marketer-

Alternative
E

Dominated,
other

Comprehension

Attitude

Family

Influences

Perception

Intention
culture

O
Yielding/

Social

evaluation

Reference
R

group

Purchase

Acceptance

Situational

influences

Retention
Outcomes
External
search
Dissatisfaction

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Satisfaction

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NICOSIA MODEL
This model focuses on the relationship

between the firm and its potential


consumers.
The firm communicates with consumers
through its marketing messages
(advertising), and the consumers react to
these messages by purchasing response
The Nicosia model is divided into four major
fields:
Field 1: The consumer attitude based on the

firms messages
Field 2: search and evaluation
Field 3: The act of the purchase
Field 4: Feed back

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NICOSIA MODEL

Subfield 1
Firms

Subfield 2

Message
exposure

Attribute

Consumers
Attributes

Attitude

(Especially
Predisposition
Search

and evaluation

Experience
Field 4: Feedback

Motivation

Field 2: Search and


evaluation of means and
ends

Decision
(Action)
Consumption

Purchasing power

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Field 3 : Act of
Purchase

20

Webster and wind model


The environment
The organization
The buying centre

The individual participant

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