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Consumer Behaviour Models: Mayank Sharma Assistant Professor - Marketing, IMS Ghaziabad

The document summarizes three models of consumer behavior: [1] Kotler's Black Box Model, [2] The Black Box Model, and [3] Howard-Sheth Model. Kotler's model views consumer decision making as a "black box" process influenced by external/marketing stimuli and the buyer's characteristics. The Black Box Model sees the consumer response as a rational decision process after recognizing a problem. The Howard-Sheth Model identifies four sets of variables that influence purchase decisions: inputs, perceptual/learning constructs, outputs, and external factors.

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89 views

Consumer Behaviour Models: Mayank Sharma Assistant Professor - Marketing, IMS Ghaziabad

The document summarizes three models of consumer behavior: [1] Kotler's Black Box Model, [2] The Black Box Model, and [3] Howard-Sheth Model. Kotler's model views consumer decision making as a "black box" process influenced by external/marketing stimuli and the buyer's characteristics. The Black Box Model sees the consumer response as a rational decision process after recognizing a problem. The Howard-Sheth Model identifies four sets of variables that influence purchase decisions: inputs, perceptual/learning constructs, outputs, and external factors.

Uploaded by

Manish Arora
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Consumer Behaviour

Models

Mayank Sharma
Assistant Professor - Marketing,
IMS Ghaziabad
The Black Box Model of CB
 The black box model is related to the black box
theory of behaviorism, where focus is set on the
relation between the stimuli and the response of the
consumer.

 The ‘marketing stimuli’ are planned and processed


by the companies, whereas the environmental
stimulus are given by social factors, based on the
economical, political and cultural circumstances of a
society.

The buyers black box contains the Buyer


Characteristics and the Decision Process, which
determines the buyers response.
Kotler’s Consumer Behaviour
Model (Black Box Model)
Step II
Step I (black box) Step III
Input/ External Influences Process/ Consumer Output/ Consumer
Decision Making Decisions/ Actions/
Marketing Environmenta
Stimulus (i) l & Other Buyer Buyer Response
Stimulus (ii) Characteristics Decision Product Choice
(i) Process
 Product  STEPINE Brand Choice
(ii)
 Price Economic Dealer Choice
Psychological (Mention
Promotion Technological 5 stages Purchase Timing
Personal
 Place Political of Buying Purchase Amount
Culture
(Channels of Social Process in
Distribution) Culture this)
The Black Box Model
 The black box model considers the buyers
response as a result of a conscious, rational
decision process, in which it is assumed that the
buyer has recognized the problem.

 Once the consumer has recognized a problem,


they search for information on products and
services that can solve that problem
Howard-Sheth Model of
Consumer Behaviour

Four Sets of Variables

 Inputs
 Perceptual and Learning constructs
 Outputs
 Exogenous or External Variables (Importance of
Purchase, Personality Variables, Social Class, Culture, Time Pressure, Financial
Status)
Howard & Sheth model
The model claims that a person’s purchase decision is
 often influenced by more than one individuals.
A family buying decision involves multiple influences
 from its members.
This theory shows the concept of role structure, that
is individuals members of the family takes on roles
such as collecting information, deciding on the
information budget, etc.
 The theory also states that retailers
/businesses are not only dealing with a
homogeneous unit but a collection of individuals
with different goals, needs, motives and interests.
Models of Consumer Behaviour
Howard & Sheth model

 Acoording to the model, the 'inputs' (stimuli) that the


consumer receives from his or her environment are:
• significative - the 'real' (physical) aspects of the
product or service (which the co make use of)
• symbolic - the ideas or images attached by the
marketer (for example by advertising)
• social - the ideas or images attached to the product
or service by 'society' (for example, by reference
groups)
Models of Consumer Behaviour
-Howard & Sheth model
 The 'outputs' are what happens, the
consumer's actions, as observable results of
the input stimuli.
1. Between the inputs and outputs are the
'constructs', the processes which the
consumer goes through to decide upon his
or her actions. Howard and Sheth group
these into two areas:
2. perceptual - those concerned with
obtaining and handling information about
the product or service
3. learning - the processes of learning that
lead to the decision itself
• There is a absence of sharp distinctions
between exogenous variables and other
variables.

• Some of the variables, which are not well


defined, and are difficult to measure too.

• The model is quite complex and not very easy


to comprehend.

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