Model of CB unit 1 Introducton and models o Consumer Behaviour

 The term customer refers to the purchaser of a product or service
whereas the term consumer refers to the end user of a product or
service.
A customer is

Factors influencing consumer
behavior
 Cultural
 Social
 Personal
 Psychological

Contd..
 Schiffman (2008) as that the unique
dynamic organization of characteristics
of a particular person, physical and
psychological, which influence
behaviour and responses to the social
and physical environment.
 related to the heredity and the
experience of early childhood.

psychographic
Activities
•Interests
•Opinions

Family
 helps shape an individual's
attitudes and behaviours
 develop political and
religious beliefs, lifestyle
choices, and consumer
preferences

society
outside influences of others

Attitude and life styles
 “the patterns in which people live
and spend time and money.”
 Beliefs and feelings

Values of perception
•Organization,
•Identification,
•Interpretation

 The organization, identification and
interpretation of sensory information in
order to represent and understand the
environment.
 can be shaped by learning, memory and
expectations.

Models of consumer
behavior
 Traditional models:
Economic Model
Learning Model
Psychoanalytic Model
Sociological Model

Economic model
 Law of principal of maximum utility
 Law of equimarginal utility enables a
consumer to secure the maximum utility
from limited purchasing power
 Price effect
 Substitution effect
 Income effect

Learning model
 The response of satisfaction reinforces
the relationship
 Learns to associate connection between
stimulus and response which becomes
habit
 Understanding the response of
consumer at the market place

Psychoanalytical model
 Personality of consumers and their
responses
 Consumer behavior is directed by a
complete set of deep seated motives

Sociological model
 As his role, status, interaction, influence,
group relation, lifestyle, income, occup-
ation, place of residence, social class
etc.

Contemporary models
 Harward seth model
 Nicosia
 Webster and wind
 Engel, balckwell and minard model

Howard sheth model
 Customer lacks well defined evaluative
criteria to judge the product
 Searches for information
 After passing his own personality, his
intake is modified
 Evaluates the brands available
 Seeks greatest potential of satisfying his
motives

Nicosia model
 Proposed by Francesco Nicosia in
1970s
 Incomplete in a number of aspects,
very reductionist
 Variables in the model have not been
clearly defined

 A number of assumptions have been made
that question the validity of this model, for
instance:
 What type of consumer are we talking about?
 The company and the consumer have an
existing relationship? What type?
 Is this for a new product? Is this the first
exchange the consumer has had with the
producer?

Engel, Blackwell and minard
model
 Information input
 Information processing
 Decision process stage
 Variables influencing decision making
process

example
 Garment sector
 Social class
 Family
 Lifestyle
 Personality
 Beliefs
 attitudes

Webster and wind
 partitiones the buying process into
several processes
 processes of decision-making are
determined by environmental and
organizational factors.
 Final buying process rendered as the
mixture of individual and group decision

example
 Automobile manufacturing
• B2B business
• Purchasing tires

conclusion
 Understanding consumer contributes the
best to any organization and for this,
models would work great

Model of CB unit 1 Introducton and models o Consumer Behaviour

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Model of CB unit 1 Introducton and models o Consumer Behaviour