Beruflich Dokumente
Kultur Dokumente
Decision
Making
Models
Stimulus-Response Model Of
Buyer Behavior
Middleton (1994) presented an adapted model of consumer behavior tourism,
which was termed the stimulus-response model of buyer behavior. This model
is based on the four interactive components with the central component
identified as 'buyer characteristics and decision process'.
The model separates out motivators and determinants in consumer buying
behavior and also emphasizes the important effects that an organization can
have on the consumer buying process by the use of communication channels.
Solomon Model Of
Comparison Process
Nicosia Model
This model focuses on the relationship between the firm and its potential
consumers
The firm and the consumer are connected with each other, the firm tries to
influence the consumer and the consumer is influencing the firm by his
decision
Howard-sheth Model
This Model Suggests Three Levels Of Decision Making: 1.The first level describes the extensive problem solving. At this level the consumer
does not have any basic information or knowledge about the brand and he does not
have any preferences for any product. In this situation, the consumer will seek
information about all the different brands in the market before purchasing.
2.The second level is limited problem solving. This situation exists for consumers
who have little knowledge about the market, or partial knowledge about what they
want to purchase. In order to arrive at a brand preference some comparative brand
information is sought.
3.The third level is a habitual response behavior. In this level the consumer knows
very well about the different brands and he can differentiate between the different
characteristics of each product, and he already decides to purchase a particular
product.
Engel-kollat-blackwell Model
This model was created to describe the increasing, fast-growing body of knowledge
concerning consumer behavior. This model, like in other models, has gone through
many revisions to improve its descriptive ability of the basic relationships between
components and sub-components, this model consists also of four stages;
Information Input
Information Processing
Decision Process
Variables Influencing The Decision Process
Factors affecting
Consumer Decision
Family
Reference and groups
Social- economic
factors
Cultural factors
Family Decision-Making
Family
Two or More Persons related by blood or
marriage
Reside with each other
Functions of a family
Bachelors
Young singles
Low financial liability
Low earning
Less savings
Without children
Full Nest-I
First child
Full Nest-II
Full Nest-III
Financially well of
Empty Nest-I
Financially stable
More savings
Empty Nest-II
Purcahse Influence
Pattern
Autonomic
Husband Dominant
Wife Dominant
Joint
Marital
roles
in products
Wife dominant:
Women clothing
Women jewelry
Cosmetics
Daily needs
products
Husband
Dominant:
Autonomic :
Sporting
Equipments
Mens business
clothing
hardware's
Joint sync:
Home
appliances
Vacations
&
Financial
Products
Wife Dominant Ad
Husband Dominated
Strategies To Resolve
Conflict
Advantages to study
family life cycle
Cultural,
Cultural, Social,
Social,
Individual
Individual and
and
Psychological
Psychological
Factors
Factors
affect
affect
all
all steps
steps
Information
Information Search
Search
Evaluation
Evaluation
of
of Alternatives
Alternatives
Purchase
Purchase
Postpurchase
Postpurchase
Behavior
Behavior
Need Recognition
Result of an imbalance
between actual and
desired states.
Need Recognition
Marketing helps
consumers recognize
an imbalance
between present
status and preferred
state
Present Status
Internal Stimuli
and
External Stimuli
Preferred State
Stimulus
Any unit of input affecting
one or more of the five
senses:
sight
smell
taste
touch
hearing
Want
Recognition of an
unfulfilled need and
a product
(or attribute or feature)
that will satisfy it.
Recognition of
Unfulfilled Wants
Information Searches
Internal
External
Information Search
Internal Information Search
External Information
Searches
Need Less
Information
Less Risk
More knowledge
More product experience
Low level of interest
Need More
Information
More Risk
Less knowledge
Less product experience
High level of interest
Evoked Set
Group of brands,
resulting from an
information search,
from which a buyer
can choose.
Evaluation of
Alternatives
Evoked Set
Evaluation of Products
Analyze product attributes
Use cutoff criteria
Rank attributes by
importance
Purchase!
Purchase
To buy
or not to buy...
Cognitive Dissonance
Inner tension that a
consumer experiences
after recognizing an
inconsistency between
behavior and values
or opinions.
Postpurchase Behavior
Cognitive Dissonance
Less
Involvement
Limited
Limited
Decision
Decision
Making
Making
Extensive
Extensive
Decision
Decision
Making
Making
More
Involvement
Routine Response
Behavior
Little involvement in selection
process
Limited Decision
Making
Low levels of involvement
Low to moderate cost goods
Evaluation of a few alternative
brands
Extensive Decision
Making
High levels of involvement
High cost goods
Evaluation of many brands
Long time to decide
May experience cognitive dissonance
Level of Involvement
Previous
Previous
Experience
Experience
Factors
Factors
Determining
Determining
Level
Level of
of
Involvement
Involvement
Interest
Interest
Perceived
Perceived Risk
Risk of
of
Negative
Negative
Consequences
Consequences
Situation
Situation
Social
Social Visibility
Visibility
Marketing Implications of
Involvement
High-involvement
purchases require:
extensive promotion
to target market and
good advertisement
Low-involvement
purchases require:
in-store promotion
and eye-catching
package design
Factors Influencing
Buying Decisions
Cultural
Factors
Social
Factors
CONSUMER
DECISIONMAKING
PROCESS
BUY /
DONT BUY
Culture
Set of values norms,
attitudes, and other
meaningful symbols that
shape human behavior and
the artifacts, or products,
of that behavior as they
are transmitted from one
generation to the next.
Cultural Influences on
Buying Decisions
Values
Values
Language
Language
Myths
Myths
Customs
Customs
Components
Components of
of
Indian
Indian
Culture
Culture
Rituals
Rituals
Laws
Laws
Material
Material Artifacts
Artifacts
Culture is...
Pervasive
Pervasive
Functional
Functional
Learned
Learned
Dynamic
Dynamic
Social Class
A group of people in a
society who are considered
nearly equal in status or
community esteem, who
regularly socialize among
themselves both formally
and informally, and who
share behavioral norms.
Social Influences
Social
Social Influences
Influences on
on
Buying
Buying Decisions
Decisions
Reference
Reference Groups
Groups
Family
Family Members
Members
Opinion
Opinion Leaders
Leaders
Reference Group
A group in society that
influences an individuals
purchasing behavior.
Group
Reference Groups
influence .
Secondary reference group: with a less
Reference Groups
Primary
Direct
Secondary
Types of
Reference
Groups
Aspirational
Indirect
Non-aspirational
Types of Influence of
Reference Groups
Opinion Leaders
An individual who
influences the opinion
of others.