Consumer Behaviour Model VI Sem

8/7/2019 Consumer Behaviour Model VI Sem

http://slidepdf.com/reader/full/consumer-behaviour-model-vi-sem 1/24

Consumer Behaviour Model

� What is a Model?

� A simplifiedrepresentation of reality.

� Models are described ± Verbally

± Diagrammatically

± Mathematically

� Models can be ± Specific

± Comprehensive

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Use of Consumer Behaviour Model

� Facilitate Learning of

what is known of

Consumer Behaviour

� Assist on constructing a

theory that can guide

research in Consumer

Behaviour

� A Model

± Identifies the Relevant

Variables

± Indicates their

Characteristics

± Specify their Inter-

Relationships

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Consumer Behaviour Model

� What is Theory? ± Inter-related set of

� Concepts

� Definitions

± Consists of 4 majorfunctions

� Description

� Prediction

� Explanation

� Control

� Description ± Characterizing the nature

± Enumerating the steps aconsumer takes while

buying� Prediction

± Foretelling Future Events

� Explanation ± Learning underlying Cause

of Event or Activity� Control

± Ability to Regulate orInfluence Future Events

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For More..

� Read

± Economic Model

±Psychoanalytical Model

± Sociological Model

± Nicosia Model

± Howard Sheth Model

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Howard Sheth Model

� Attempt to explain balanced brand choicebehavior within the constraints of

� Limited Individual Capacities

� Incomplete Information� Three levels of learning /stages of decision

making� Extensive problem solving� Limited problem solving� Routinized response behavior

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Howard Sheth Model

� Extensive Problem

Solving

� Early Stage of Decision

Making

� Buyer has little

Information of Brands

� Buyers Choice Criteria isNOT yet Formed

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Howard Sheth Model

� Limited Problem

Solving

� Advanced Stage of Decision

Making

� Choice Criteria are now

Defined

� Buyer unsure about theBest Brand

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Howard Sheth Model

� Routinized Response

Behaviour

� Choice Criteria are Well

Defined

� Strong Predisposition

towards one Brand

� Little Evaluation of Alternatives by the Buyer

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Howard Sheth Model

� Postulates four sets of concepts/ constructs or variables

� Inputs

� Outputs

� Hypothetical construct� Perceptual Construct� Learning construct

� Exogenous variables

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Howard Sheth Model - Inputs

� Input Variables consist of three distinct stimuli(information sources)

� The marketer furnishes

± Physical brand characteristics(significative stimuli)

± Verbal or visual productcharacteristics (symbolicstimuli).

� The third type is family,

reference group, and socialclass.

� All three types of stimuliprovide inputs concerningthe product class or specificbrands to the specificconsumer.

Significativea) Quality

b) Price

c) Distinctive

d) Service

e) Availability

Symbolica) Quality

b) Price

c) Distinctive

d) Service

e) Availability

Social

a) Family

b) Reference Group

c) Social Class

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Howard Sheth Model - Output

The outputs are theresults of theperceptual andlearning variables

How the consumerswill response to thesevariables� Purchase� Attitude� Intention� Attention� Brand

Comprehension

Attention

Brand Comprehension

Attitude

Intention

PurchaseIntention

Routinized

ResponseBehaviour

Limited

Problem

Solving

Extensive

Problem

Solving

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Howard Sheth Model ± Perceptual Construct

Pertain to the way theindividual deals withinformation

How the Consumer ReceivesInformation

How Consumer UnderstandsInformation Stimulus ambiguity

When the consumer doesnot understand the messagefrom the environment

Perceptual bias

When the consumer distortsthe information received sothat it fits his or herestablished needs orexperience

Overt

Search

Stimulus

Ambiguity

Attention

Perceptual Bias

Significative

Inputs

Symbolic

Inputs

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Perception

� The process by which

an individual selects,

organizes, and

interprets stimuli into ameaningful and

coherent picture of the

world

� How we see the world

around us

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Perceptual Selection

� Consumers subconsciouslyare selective as to whatthey perceive.

� Stimuli selected depends on

two major factors ± Consumers previous

experience

± Consumers motives

� Selection depends on the

± Nature of the stimulus

± Expectations

± Motives

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� Selective Exposure

� Selective Attention

� Perceptual Defense

� Perceptual Blocking

� Consumers seek out

messages which: ± Are pleasant

± They can sympathize ± Reassure them of good

purchases

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� Selective Attention

� Heightened awareness

when stimuli meet their

needs

� Consumers preferdifferent messages and

medium

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Howard Sheth Model ± Perceptual Construct

Pertain to the way theindividual deals withinformation

How the Consumer ReceivesInformation

How Consumer UnderstandsInformation Stimulus ambiguity

When the consumer doesnot understand the messagefrom the environment

Perceptual bias

When the consumer distortsthe information received sothat it fits his or herestablished needs orexperience

Clear/open

Search

Stimulus doubt

Attention

Perceptual

partiality

Significative

Inputs

Symbolic

Inputs

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Howard Sheth Model- Learning Construct

� Learning Construct Category

Consumers Goals

Information about

Brands Criteria for evaluation

Alternatives

Preferences

Buying Intentions

Confidence

Attitude

MotiveChoice

Criteria

Brand

understanding

Intention

Perceptual BiasSatisfaction

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Learning

� Learning refers to any change in the contentor organisation of long-term memory and/orbehaviour

� Learning are the changes in an individualsbehavior arising from experience

� A process by which individuals acquire the

purchase and consumption knowledge andexperience that they apply to future relatedbehavior.

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Characteristics of Learning

The strength of learning is influenced by:

± importance

± involvement

± mood

± reinforcement

± stimulus repetitions

± imagery

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Howard Sheth Model- Learning Construct

� LearningConstruct Category

Consumers

Goals

Information

about Brands

Criteria for

evaluation Alternatives

Preferences

Buying

Intentions

Confidence

Attitude

MotiveChoice

Criteria

Brand

Comprehension

Intention

Perceptual Bias

Satisfaction

Routinized

Response

Behaviour

Limited

Problem

Solving

Extensive

ProblemSolving

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Confidence

Attitude

Motive

Choice

Criteria

BrandComprehension

IntentionSignificative

a) Quality

b) Price

c) Distinctive

d) Service

e) Availability

Symbolic

a) Quality

b) Price

c) Distinctive

d) Service

e) Availability

Social

a) Family

b) Reference

Group

c) Social ClassSatisfaction

clear

Search

Stimulus

uncertainty

Attention

Perceptual

Bias

Attention

BrandComprehension

Attitude

Intention

Purchase

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Limited Problem Solving

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Howard Sheth Model

� Exogenous VariablesThese do not properly fall within the Howard

Sheth model

The Exogenous Variable include:Importance of purchasePersonality variablesSocial classCulture

OrganizationTime PressureFinancial Status

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Criticism to Howard Sheth Model

� The Howard Sheth has only been partially

tested.

�It does not explain the non- systematicbehaviour.

� The Howard Sheth does recognizes the

exogenous factors but explains little on the

same.

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Consumer Behaviour Model VI Sem