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MARKETING MANAGEMENT - Buyer Behaviour

Models of Consumer/Buyer Behaviour - Buyer Behaviour

   Posted On :  17.06.2018 11:59 pm

Consumer behaviour is a dynamic, multi-disciplinary process. The study of consumer behaviour builds upon an understanding of human behaviour in general.

Models of Consumer/Buyer Behaviour

Consumer behaviour is a dynamic, multi-disciplinary process. The study of consumer behaviour builds upon an understanding of human behaviour in general. In an effort to understand why and how consumers make buying decisions, marketers borrow extensively from the sciences of psychology and sociology.
 
The work of psychologist Kurt Lewin provides a useful classification scheme for influences on buying behaviour. Lewin’s proposition is B = f(P,E) which means that behaviour (B) is a function (f) of the interactions of personal influences (P) and pressures exerted by outside environmental forces (E).
 
This statement is rewritten to apply to consumer behaviour as B =   f(I,P) (i.e.) consumer behaviour (B) is a function (f) of the interactions of interpersonal influences (I) such as culture, role models, friends and family – and personal factors (P) such as attitudes, learning and perception. Therefore inputs from others and an individual’s psychological makeup both affect a consumer’s purchasing behaviour. This model is further explained in the following sections of this lesson.
 
There are many other models of consumer behaviour. The most generic model of consumer behaviour suggests a stimulus-response pattern of understanding the consumer’s behaviour (Figure 1.5.1). The stimulus can be marketing stimuli (which can be manipulated by the marketer) and other external stimuli (like the economy, culture, technology and so on). The response includes the decision to buy, product choice, dealer choice and choices regarding time, quantity, etc.
The consumer is at the center of this model. The stimulus is applied to this consumer who in turn comes up with a response. The consumer has his/her own characteristics and a multi-staged decision-making process. There are also several influencing factors acting upon the consumer. The influencing factors may include personal and interpersonal influences.


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