Consumer behaviour models Model: A model can be defined as a simplified representation of reality.

The simplification is done by incorporating only those aspects of reality that interest the model builder. Models of consumer behaviour Nicosia model : It was developed by Francisco Nicosia who was one of the first to shift focus from the act of purchase itself to the more complex decision process engaged by consumers in products and services. Nicosia presented his model in flow chart format. The model describes a circular flow of influences where each component provides inp0-ut to the next. The model is viewed as representing a firm is designing communications ( ads, products, etc) to deliver to consumers , whose response will influence subsequent actions of the firm. The model consists of four fields, the interrelationships of which are shown in the figure. Field 1: Field 1 has 2 sub fields. The Firms attributes The Consumers attributes

The field 1 represents the output of a commercial message from the firm in the form of advertising or other form of promotions. Field 2: It is the area of search and evaluation of the advertised product and other alternatives. If this process results in motivation to buy, it becomes the input to the field 3. Field 3: It represents the Act of Purchase Field 4: it consists of the use of purchased item and it includes three factors. Use and storage of the product by the consumer. Retention of the experience by the consumer as an influencing factor in future purchases. Feed back of sales results to the firm.

Nicosia model - limitations It is incomplete in its treatment of numerous factors internal to the consumers. Its computer like flow and the assumption that the consumer begins the decision process with no predispositions regarding the involved firms are restricting. The firms attribute and the consumers attributes seem to be overlapping.

Howard- sheth model This model serves as an integrating framework for a very sophisticated comprehensive theory of consumer behaviour. In this model, the term buyer includes industrial purchasers and ultimate consumers. The model distinguishes three levels of decision making: Extensive problem solving Limited problem solving Routines response behaviour

(i) input variables :These are depicted in the model as stimuli in the environment Significative stimuli: Are actual elements of the brands. Symbolic stimuli: Are generated by producers representing their product as in symbolic form, such as in advertisements.

(ii) . Output variables: These are buyers observable responses to the stimulus inputs. They are arranged and defined as follows: Attention - the magnitude of the buyers information intake Comprehension the buyers store of information about a brand. Attitudes - the buyers evaluation of a particular brands potential to satisfy his or her motives. Intention - the buyers forecast of which brand he or she will buy. Purchase behaviour: - the actual purchase act, which reflects the buyers predisposition to buy as modified by any inhibitors.

Petpeoptual and learning construct (hypothetical constructs) which are categorized into two major groups, namely, a]. Perceptual constructs: they deal with information processing . i) Sensitivity to information: the degree to which the buyer regulates the stimulus information flow. ii) Perceptual bias: distorting or altering information iii) Search for information: active seeking of information about brands or their characteristics. b) Learning constructs: deals with buyers formation of concepts. Motive: general or specific goals impelling action.

Brand potential of the evoked set: the buyers perception of the ability of brands in his evoked set to satisfy his goals. Decision mediators: the buyers mental rules for matching an dranking purchase alternatives according to his or her motives. Predisposition: a preference towards brands in the evoked set expressed as an attitude towards them. Inhibitors: environmental forces such as price and time pressure which restrain purchase of a preferred brand. Satisfaction: the degree to which consequence of a purchase measure up to the buyers expectations for it. Exogenous variables: the model lists a number of external variables that can significantly influence buyer decisions. They are not well defined because they are external to the buyer.

Howard- sheth model- limitations The model does not make sharp distinctions between exogenous and other variables. Some of the variables are not well defined and difficult to measure. The model also has limited generality.

Engel- Blackwell- Miniard model The model stands as one of the most popular representations of consumer behaviour. It depicts consumer behaviour as a decision process of five activities which occur overtime. Five activities: Motivation and need recognition Search for information Alternative evaluation Purchase Outcomes.

The variables are grouped into four general categories: Stimulus and inputs Information processing Decision process, and Variables influencing the decision process.

Engel- Blackwell- Miniard model-limitations There appears to be a vagueness regarding the role of some variables, and the model is somewhat mechanistic in its treatment of the decision process.

Implications of the models on marketing decisions The purpose of the models are to facilitate the construction of a theory to guide, research on consumer behaviour and to facilitate learning what is known about consumer behaviour at present. It helps in identifying the relevant variables, indicating their characteristics , and in specifying their interrelationships, that is how they influence It allows the researcher by selecting the most important aspects of consumer behaviour for analysis and testing. Models serve as a learning aid by providing knowledge about the consumer behaviour. The models also help in remaining to consider how a particular variable interacts with other variables in influencing the behaviour. Internal influences Psychological influences on consumer behaviour : Motives, perception and learning and attitudes Motives A motive is a drive or an urge for which an individual seeks satisfaction. A buying motive is the reason why a person buys a particular product. It is the driving force behind buying behaviour and may be based on psychological or physiological wants. Motives -defn Definition: A motive is an inner urge that moves or prompts a person to action . - R.S.Davar Buying motives Buying motives are those influences or considerations which provide the impulse to buy ,induce action or determine choice in the purchase of goods or services.

MOTIVES Two major components are involved in motives. A mechanism to arouse bodily energy A force that provides direction to that energy

Role of motives Defining basic strivings Identifying goals objects Influencing choice criteria Directing other influence.

Importance of buying motives product planning pricing policies promotional policies distribution channel

Difficulties in determining buying motives Unawareness of the purchasers Non disclosure by purchaser Difficulty in separation Ever changing pattern of motives Personality of the purchaser

Classification of motives Primary buying motives Secondary buying motives

Primary and secondary motives Primary motives are those motives which are inborn like motive for taking food . Secondary motives are the motives which are learned e.g.., bargain motive , economy motive etc.,

Buying motives Buying motives can be classified in the following ways:

1. Acquired and inherent buying motives Acquired motives: are the learned motives like economy, cleanliness, fashion, comfort,etc Inherent buying motives: these are basic human instincts e.g., hunger, thrust, safety, etc.

2. Primary and secondary buying motives 3. Conscious and dormant buying motives: Conscious buying motives: The activated motives are called conscious buying motives and the person is ready for action Dormant buying motives: are those motives which are less active and does not lead to quick action.

4. Physical and psychological buying motives: Physical buying motives: are related to physical satisfaction e.g., hunger Psychological buying motives: are related to psychological satisfaction e.g., esteem

5. Emotional and relational motives Emotional buying motives: the heart predominates over head and mind. Factors such as age, status, pleasure, sex attraction, hate etc. Relational buying motives:-are those motives which take into consideration the price, utility, quality, stability, service and reliability etc of the product. Here reason is associated with the purchase. MOTIVE STRUCTURING MOTIVE HIERARCHY Maslows hierarchy: The most widely known hierarchy, as proposed by A.H.Maslow, are given Maslows hierarchy theory Physiological needs: e.g., hunger, thrust Safety needs: e.g., physical security, stable protection, order Social needs: e.g., affection and affiliation i.e., feeling of belonging to a group, family, social group, etc Esteem needs: e.g., recognition, status, Prestige, Reputation, etc Self actualization needs:

Represents the highest level of motives

Complexities in diagnosing the buying motives Buyers awareness Buyers non-disclosure Motives integration Dynamism of motives Buyers enigmatic personality

Perception A motivated person, will be ready to act. How he actually acts is influenced by his perception of the situation. Perception is a complex process by which people select, organize, and interpret sensory stimulation into a meaningful world. Perception A fundamental aspect of perception is that it represents the receivers effort to organize received stimuli into a meaningful structure. In doing so two major group of factors are involved. Stimulus factors Functional factors

Stimulus factors Stimulus factors have the following four basic tendencies: similarity proximity continuity context