Consumer Behaviour Models.pptx

7/23/2019 Consumer Behaviour Models.pptx

http://slidepdf.com/reader/full/consumer-behaviour-modelspptx 1/34

The term customer refers to the purchaser of a product or servicewhereas the term consumer refers to the end user of a product or

service.

A customer is



W h a t i s i t

?



Factors infuencing consumerbehavior

Cultural

Social

Personal

Psychological



personality



Contd..

Schiffman (2008) as that the unique

dynamic organization of characteristics

of a particular person physical and

psychological which influence!ehaviour and responses to the social

and physical environment.

related to the heredity and the

e"perience of early childhood.



psychographic

#ctivities

$%nterests

$&pinions



Family

helps shape an individual's

attitudes and !ehaviours

develop political and

religious !eliefs lifestyle

choices and consumer

preferences



society

outside influences of others



Attitude and lie styles

the patterns in which people live

and spend time and money.

*eliefs and feelings





The organization identification and

interpretation of sensory information in

order to represent and understand the

environment. can !e shaped !y learning memory and

e"pectations.

https://www.boundless.com/marketing/definition/learning/

https://www.boundless.com/marketing/definition/learning/



Models o consumer behavior

Traditional models+

Economic ,odel

Learning ,odel

Psychoanalytic ,odel

Sociological ,odel



Economic model

-aw of principal of ma"imum utility

-aw of equimarginal utility ena!les a

consumer to secure the ma"imum utility

from limited purchasing power rice effect

Su!stitution effect

%ncome effect



Learning model

The response of satisfaction reinforces

the relationship

-earns to associate connection !etween

stimulus and response which !ecomes

ha!it

/nderstanding the response of

consumer at the maret place



Psychoanalytical model

ersonality of consumers and their

responses

1onsumer !ehavior is directed !y a

complete set of deep seated motives



ociological model

#s his role status interaction influence

group relation lifestyle income occup

ation place of residence social class

etc.



Contemporary models

3arward seth model

4icosia

5e!ster and wind

6ngel !alcwell and minard model



!o"ard sheth model

1ustomer lacs well defined evaluative

criteria to 7udge the product

Searches for information

#fter passing his own personality his

intae is modified

6valuates the !rands availa!le

Sees greatest potential of satisfying hismotives





e#ample

&nline shopping



$icosia model

roposed !y rancesco 4icosia in9:;0s

%ncomplete in a num!er of aspects

very reductionist

<aria!les in the model have not !een

clearly defined



# num!er of assumptions have !een madethat question the validity of this model forinstance+

5hat type of consumer are we taling a!out=

The company and the consumer have an

e"isting relationship= 5hat type=

%s this for a new product= %s this the firste"change the consumer has had with the

producer=





e#ample

ourwheelers



Engel% &lac'"ell and minard model

%nformation input

%nformation processing

>ecision process stage

<aria!les influencing decision maing

process





e#ample

?arment sector Social class

amily

-ifestyleersonality

*eliefs

attitudes



(ebster and "ind

partitiones the !uying process into

several processes

processes of decisionmaing are

determined !y environmental and

organizational factors.

inal !uying process rendered as the

mi"ture of individual and group decision







e#ample

#utomo!ile manufacturing$ *2* !usiness

$ urchasing tires





conclusion

/nderstanding consumer contri!utes the

!est to any organization and for this

models would wor great



Documents

Consumer Behaviour Models.pptx