MODELS OF CONSUMER

BEHAVIOUR
DR. V. SRIKANTH
Firms Marketing Efforts
1. Product
2. Promotion
3. Price
4. Channels of Distribution
Sociocultural Environment
1. Family
2. Informal Sources
3. Other Noncommercial Sources
4. Social Class
5. Subculture and Culture
Need Recognition

Prepurchase Search

Evaluation of Alternatives


Psychological Field
1. Motivation
2. Perception
3. Learning
4. Personality
5. Attitudes
Experience
Purchase
1. Trial
2. Repeat Purchase

Post purchase Evaluation
Input
Process
Output
A Simple
Model of
Consumer
Decision
Making
External Influences
Consumer Decision Making
Post decision Behavior
All Brands
Known Brands Unknown Brands
Acceptable Brands Unacceptable Brands Indifferent Brands Overlooked Brands
Purchased Brands Not Purchased Brands
The Evoked Set as a Subset of All
Brands in a Product Class
(1)
(2) (3) (4)
(5)
Evoked Set
Inept Set Inert Set
Significative
Quality
Price
Distinctiveness
Service
Availability







Symbolic
Quality
Price
Service
Distinctiveness
Availability





Social
Ref. Groups
Family
Social Class
OVERT
SEARCH
PERCEPTUAL
BIAS
ATTENTION
STIMULUS
AMBIGUITY
INTENTION
CONFIDENCE
ATTIDTUDE
MOTIVES
CHOICE
CRITERIA
BRAND
COM.
SATISFACTION
LEARNING CONSTRUCTS PERCEPTUAL CONSTRUCTS INPUTS
OUTPUTS
PURCHASE
INTENTION
ATTITUDE
BRAND
COMPREH-
ENSION
ATTENTION
Howard Sheth model of CB
Firms
Attributes
Message
Exposure
Consumers
Attitudes
Personality,
experience,
predisposition etc
Attitude
Search &
Evaluation
Motivation
Decision
(Action)
Purchasing
Behavior
Consumption
Feedback
Experience
Field 2
Field 3
Field 4
Field 1
Nicosia Model
Input
Info
Processing
Decision Process
Variables
infl.
Decision Process
Stimuli
Marketer
dominated
factors
External
Search
Exposure
Attention
Perception
Acceptance
Retention
M
e
m
o
r
y

Problem
Recognition
Search
Internal
Search
Alternative
Evaluation
Beliefs
Attitude
Intention
Purchase
Outcomes
Dissatisfaction
Satisfaction


Individual
Characteristics
Motives
values
Lifestyles
Personality


Social
Influence
Culture
Ref. Group
Family

Situational
Influence
Webster & Wind Model
The Environment - Physical,Economic,Legal,technical,political,cultural
Supplier
Customer Govt. Union
Trade
Assn.
Profess.
Group
Competitors
Other
Social
Inst.
The Organization
Org.Technology
Technology relevant
for purchasing
Org.Structure
org. Of the
buying center&
the purchasing
function
Org.goals&tasks
Buying Tasks



Org. Actors
Members of the
Buying center


Buying Center
Tasks/works to be performed Non task group interaction
Individual Participants
Motivation,cognitive structure,personality
learning process,perceived roles
Buying decision 1)Individual decision
process 2)Group decision
Buying decision
Sheth Model of Industrial Buying
Background of the Individual buyer
Post purchase Evaluation
Motivations
Personality traits
Experience
Demographics
Buyer percep
Buyer
expectation
Indiv.
Buying
process
Joint
decisions
Conflict&
resolution
Indiv.
decisions
Vendor/product
choice
Info source
Product
factors
Org.
factors
Situational&
Enviro
factors

1.org satisfaction 2.ind.buyer satisfaction