Consumer Buying Behaviour Models

• Black Box Model

 environmental factors BUYER'S BLACK BOX

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

Problem
Economic Attitudes recognition
Product choice
Product Technological Motivation Information search
Brand choice
Price Political Perceptions Alternative
Dealer choice
Place Cultural Personality evaluation
Purchase timing
Promotion Demographic Lifestyle Purchase decision
Purchase amount
Natural Knowledge Post-purchase
behaviour
 Nicosia Model.
• The model proposed by Francesco Nicosia in the
1970s, was one of the first models of consumer
behavior to explain the complex decision process
that consumers engage in during purchase of new
products. Instead of following a traditional
approach where the focus lay on the act of
purchase, Nicosia tried to explain the dynamics
involved in decision making. Presenting his model
as a flow-chart, he illustrated the decision making
steps that the consumers adopt before buying
goods or services; decision aiming was presented
as a series of decisions, which follow one another.
 Arguments Against Nicosia Model :

• Arguments Against Nicosia Model Incomplete in a

number of aspects, including the influences and
inter-relationships among the consumer
attributes number of assumptions have been
made that question the validity of this model, for
instance: What type of consumer are we talking
about? The company and the consumer have an
existing relationship? What type? Is this for a new
product? Is this the first exchange the consumer
has had with the producer?
 Howard and Sheth model.
• The Howard and Sheth model was proposed in
the 1960s, for industrial buying situations.
Today, the term “buyer” is used to connote
both industrial consumers and personal
consumers. Through the model, Howard and
Sheth, tried to explain buyer rationality while
making purchase decisions even in conditions
of incomplete information.