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The Black Box Model of Consumer Behaviour

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90 views

The Black Box Model of Consumer Behaviour

Uploaded by

sriram.m
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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The Black Box Model

ENVIRONMENTAL FACTORS BUYER'S BLACK BOX


BUYER'S
Marketing Environmental Buyer RESPONSE
Decision Process
Stimuli Stimuli Characteristics

Economic Attitudes Problem recognition


Product choice
Product Technological Motivation Information search
Brand choice
Price Political Perceptions Alternative evaluation
Dealer choice
Place Cultural Personality Purchase decision
Purchase timing
Promotion Demographic Lifestyle Post-purchase
Purchase amount
Natural Knowledge behaviour
The Black Box Model
• The black box model shows the interaction
of stimuli, consumer characteristics,
decision process and consumer
responses. It can be distinguished
between interpersonal stimuli (between
people) or intrapersonal stimuli (within
people).
The Black Box Model

The black box model is related to the black


box theory of behaviourism, where the focus
is not set on the processes inside a
consumer, but the relation between the
stimuli and the response of the consumer.
The Black Box Model

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 Black Box Model

The buyers black box contains the Buyer


Characteristics and the Decision
Process, which determines the buyers
response.
.
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.
However, in reality many decisions are not
made in awareness of a determined problem
by the consumer. Once the consumer has
recognised a problem, they search for
information on products and services that can
solve that problem
The Black Box Model
The relevant internal psychological process that
is associated with information search is
perception. Perception is defined as "the
process by which an individual receives, selects,
organises, and interprets information to create a
meaningful picture of the world". Consumers'
tendency to search for information on goods and
services makes it possible for researchers to
forecast the purchasing plans of consumers
using brief descriptions of the products of
interest

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