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BEHAVIOUR
Chapter 2-Consumer
Behaviour Models
CONTENTS
MODEL OF BUYING BEHAVIOUR
CONSUMER BUYING SITUATION
BUYER ROLES
BEHAVIOURIST AND COGNITIVIST
THEORIES OF CONSUMER BEHAVIOUR
Consumer Buying
Behavior
differences
between
brands
Few
differences
between
brands
Buying
Behavior
Seeking
Behavior
DissonanceReducing Buying
Behavior
Habitual
Buying
Behavior
Marketing
Product
Price
Place
Promotion
Other
Economic
Technological
Political
Cultural
Buyer Responses
Purchase Timing
Purchase Amount
Factors Influencing
Consumer BehaviorCultural
Lawsons
model
(Fig.2.3)
Social
Social
Personal
Personal
Culture
Culture
SubSubculture
culture
Social
Social
class
class
Age
Age and
and
Reference
Reference
life-cycle
life-cycle
groups
groups
Occupation
Occupation
Economic
Economic
Family
situation
Family
situation
Lifestyle
Lifestyle
Roles
Personality
Roles
Personality
and
and
and
and
status
self-concept
status
self-concept
PsychoPsychological
logical
Motivation
Motivation
Perception
Perception
Learning
Learning
Beliefs
Beliefs and
and
attitudes
attitudes
Buyer
Buyer
SCOPE
STRENGTH IMMEDIACY
CULTURE
general
High
Long-term
SUBCULTURE
general
High
Long-term
FAMILY
specific
High
Long-term
FRIENDS
specific
High/low
Long term/short
term
MKT STIMULI
specific
low
Long term/short
term
Purchas
e
Evaluation Decisio
Postpurchase
n
of
Behavior
Alternatives
Informatio
n
Search
Need
Recognitio
BUYER ROLES
INITIATOR
First individual who suggests product/service should be
evaluated/purchased.
INFLUENCER
Provides view and advice which are valued by others and
can subsequently influence the final decision.
DECIDER
The individual who will take the decision in the buying process
at what, how , when and where to buy (store choice), etc.
BUYER
The individual who actually makes the purchase
USER
The individual who consumes or users the service/product.
FACTORS INFLUENCING
SHOPPERS
STORE CHOICE
Kelly and Stephenson ( 1967) identified 8 factors ;
1.
2.
3.
4.
5.
6.
7.
8.
TYPES OF PURCHASING
RISKS-Consumer Product
1.ROUTINE BUYING
Lines
2. LIMITED PROBLEM
SOLVING
3. EXTENSIVE PROBLEM
SOLVING.
New
New Task
Task Buying
Buying
Modified
Modified Rebuy
Rebuy
Straight
Straight Rebuy
Rebuy
ASSUMPTION ON CONSUMER
BEHAVIOUR-Behavioural versus
Cognitivists view
BEHAVIOURIST
COGNITIVIST
BEHAVIOURIST VERSUS
COGNITIVIST APPROACHES
COGNITIVIST
BEHAVIOURIST
What goes on in a persons
Observed behaviour is all
mind is the key to
important
comprehension.
People are info
Behaviour is not predictable
transmitters
People are info generators
People are all alike
Each person is unique
Behaviour is rational
Behaviour is irrational
Human characteristics can
People must be studied as a
be studied independently.
whole
Emphasis is on what a
Emphasis is on what a person can
be.
person is and does.
Behaviour can never be
Behaviour can be
completely understood.
understood
THEORIES OF CONSUMER
BEHAVIOUR
The Engel-Kollat-Blackwell
(EKB) model.
Howard & Sheth model
Maslows Hierarchy model
The
Engel-KollatFirst developed in 1968.
A key feature of the
EKB model is the
Blackwell
(EKB)
differences between high and low
involvement as part of the buying
model.
process.
High involvement is present in the high
risk purchase
Low involvement is present in the low
risk purchase.
Models of Consumer
Behaviour
The Engel-Kollat-Blackwell (EKB)
Consumers are seen as active agents
model
following rules of behaviour, fairly easy to
follow and implement because they require
only a limited amount of information and
capability of elaboration
For instance, a consumer, being aware of a
certain need and believing a certain good
category satisfies it, might fix a maximum
price he/she can afford and search for the
best good available under such a
constraint.
1.
2.
3.
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
supplier (for example by advertising)
social - the ideas or images attached to the
product or service by 'society' (for example, by
reference groups)
1.
2.
MASLOWS HIERARCHY
MODEL
Maslows Hierarchy of
Needs
(Fig. 2.5) Self
Actualization
(Self-development)
Esteem Needs
(self-esteem)
Social Needs
(sense of belonging,
love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
Early Majority
Innovators
Percentage of Adopters
34%
Late Majority
34%
16%
13.5%
2.5%
Early
Laggards
Time of Adoption
Late
Influence of Product
Characteristics
on Rate of Adoption
Communicability
Communicability
Relative Advantage
Can
Canresults
resultsbe
beeasily
easily
observed
observedor
ordescribed
described
to
others?
to others?
Relative Advantage
IsIsthe
theinnovation
innovation
superior
superiorto
toexisting
existing
products?
products?
Compatibility
Compatibility
Divisibility
Divisibility
Can
Canthe
theinnovation
innovation
be
used
be usedon
onaa
trial
trialbasis?
basis?
Complexity
Complexity
IsIsthe
theinnovation
innovation
difficult
difficultto
to
understand
or
understand oruse?
use?
Does
Doesthe
theinnovation
innovation
fit
the
values
fit the valuesand
and
experience
experienceof
ofthe
the
target
targetmarket?
market?