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    Models of Consumer Behaviour: UNIT-2

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    Karthick P
    The document discusses several models of consumer behavior: 1. The Input-Process-Output model views consumer decision making as having three stages - an input stage of marketing efforts and sociological influences, a process stage of how consumers make decisions, and an output stage of purchase behavior and post-purchase evaluation. 2. The Nicosia model focuses on the relationship between marketing messages and their impact on potential consumers. It is divided into four areas relating to attributes, search/evaluation, purchase, and use. 3. The Howard-Sheth model provides a framework for concepts like learning and perception that influence consumer behavior. It includes inputs, perceptual/learning constructs, outputs, and external variables.

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    Models of Consumer Behaviour: UNIT-2

    Uploaded by

    Karthick P
    36 views11 pages
    The document discusses several models of consumer behavior: 1. The Input-Process-Output model views consumer decision making as having three stages - an input stage of marketing efforts and sociological influences, a process stage of how consumers make decisions, and an output stage of purchase behavior and post-purchase evaluation. 2. The Nicosia model focuses on the relationship between marketing messages and their impact on potential consumers. It is divided into four areas relating to attributes, search/evaluation, purchase, and use. 3. The Howard-Sheth model provides a framework for concepts like learning and perception that influence consumer behavior. It includes inputs, perceptual/learning constructs, outputs, and external variables.

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    Models of Consumer Behaviour

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    UNIT-2-1

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    The document discusses several models of consumer behavior: 1. The Input-Process-Output model views consumer decision making as having three stages - an input stage of marketing efforts and sociological influences, a process stage of how consumers make decisions, and an output stage of purchase behavior and post-purchase evaluation. 2. The Nicosia model focuses on the relationship between marketing messages and their impact on potential consumers. It is divided into four areas relating to attributes, search/evaluation, purchase, and use. 3. The Howard-Sheth model provides a framework for concepts like learning and perception that influence consumer behavior. It includes inputs, perceptual/learning constructs, outputs, and external variables.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    36 views11 pages

    Models of Consumer Behaviour: UNIT-2

    Uploaded by

    Karthick P
    The document discusses several models of consumer behavior: 1. The Input-Process-Output model views consumer decision making as having three stages - an input stage of marketing efforts and sociological influences, a process stage of how consumers make decisions, and an output stage of purchase behavior and post-purchase evaluation. 2. The Nicosia model focuses on the relationship between marketing messages and their impact on potential consumers. It is divided into four areas relating to attributes, search/evaluation, purchase, and use. 3. The Howard-Sheth model provides a framework for concepts like learning and perception that influence consumer behavior. It includes inputs, perceptual/learning constructs, outputs, and external variables.

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    Models of consumer

    behaviour

    UNIT-2(1)

    Bharath Bhushan B
    INPUT-PROCESS-OUTPUT MODEL
    (CONSUMER DECISION MAKING MODEL)
    The process of consumer decision making can be viewed as three
    distinct but interlocking stages: The Input stage, The Process
    stage, and The Output stage.
    The Input stage influences the consumer’s recognition of a product
    need and consists of two major sources of information: the co.'s
    marketing efforts, and the external sociological influences on the
    consumer.
    The Process stage of the model focuses on how consumers make
    decisions.
    The Output stage of this model consists of two closely related
    post-decision activities: purchase behaviour and post purchase
    evaluation.
    Links\Input-Process-Output.doc
    Bharath Bhushan B
    NICOSIA MODEL
    This model was developed in 1966, by Francesco Nicosia, an
    expert in consumer motivation and behaviour.
    This model tries to explain buyer behaviour by establishing a link
    between the organisation and its (prospective) consumer.
    The model suggests that messages from the firm first influences
    the predisposition of the consumer towards the product or service.
    This may result in a search for the product or an evaluation of the
    product attributes by the consumer.
    The Nicosia Model focuses on the relationship between the
    message and its impact on the potential consumers.
    Links\Nicosia Model.doc

    Bharath Bhushan B
    The Nicosia model is divided into four basic areas –
    Field one has two sub areas – the consumers attribute and firm’s
    attributes.
    The second are or area two – is related to the search and
    evaluation, undertaken by the consumer, of the advertised
    product and also to verify if other alternatives are available.
    The third area explains how the consumer actually buys the
    product.
    Area four is related to the uses of the purchased items. This
    fourth area can also be used as an output to receive feedback on
    sales results to the firm.

    Bharath Bhushan B
    HOWARD–SHETH MODEL
    This model serves two purposes:
    It indicates how complex the whole question of consumer
    behaviour really is.
    It provides the frame work for including various concepts like
    learning, perception, attitudes etc.. which play a role in
    influencing consumer behaviour.

    The model has 4 major sets of variables:


    Inputs
    Perceptual and learning constructs
    Outputs
    External variables
    Links\Howard-Sheth Model.doc

    Bharath Bhushan B
    1. Inputs
    Includes three distinct types of information sources (stimuli)
    present in consumer’s environment.
    • Significative stimuli represent the brand’s physical attributes, the
    marketer provides.
    • Symbolic stimuli in the form of brand information and could be
    visual or verbal and
    • Social stimuli in the form of information which is furnished by
    consumer’s social environment such as family, reference
    groups, and social class.

    2. Perceptual and Learning Constructs


    Perceptual Constructs
    This refers to all the complex states or psychological processes
    (perception) and how individual deals with information cues
    received from various sources. Bharath Bhushan B
    • It can be seen that all information available is not attended to
    (attention) and may not always be crystal clear in its meanings
    (stimulus ambiguity).
    • Although the individual may be engage in an overt search for
    information, sometimes he/she may be bombarded with
    unwanted information.
    • Moreover, any information cues to which the individual may
    attend may be distorted (perceptual bias) as a result of his own
    frame of reference.

    Learning Constructs
    • Learning constructs perform the function of consumer’s
    concept formation and include his/her goals, information
    about the brands in the evoked set, criteria for evaluating
    alternatives, and intention to buy.

    Bharath Bhushan B
    3. Outputs
    The model shows a series of outputs that are similar in name to
    some of the perceptual and learning construct variables that
    include attention, brand comprehension, attitudes, intentions, and
    finally the act of purchase.

    4. External variables
    These variables are not directly involved in the decision process.
    The relevant external variables include importance of the
    purchase, consumer’s personality traits, time pressure, and
    availability of funds.

    Bharath Bhushan B
    ENGEL, KOLLAT, BLACKWELL MODEL
    The EKB model of CB was originally developed in 1968 to serve
    as a framework for organising the fast growing body of
    knowledge concerning CB.
    Over the years it has been revised a no. of times at improving its
    descriptive ability and clarifying basic relationships between
    components and subcomponents.

    This model consists of four sections:


    Information input
    Information processing
    Decision process stages
    Variables influencing the decision process.
    Links\Engel-Kollat-Blackwell Model.doc

    Bharath Bhushan B
    Information input
    Information from marketing and non-marketing sources feeds
    into the information processing section of the model.
    After passing through consumers memory, which serves a filter,
    the information has initial influence at the problem recognition
    stage of the decision making process.

    Information processing
    The information processing section of the model consists of
    consumer’s exposure, attention, comprehension, acceptance, and
    retention of marketer controlled or non-marketing information.

    Bharath Bhushan B
    Decision process stage
    The starting point of any purchase decision is consumer need (or
    problem).
    This occurs when a consumer perceives a difference between
    his/her ideal desired state and actual state of affairs.
    Consumers buy products or services when they believe the
    product or service would be able to solve the problem.

    Variables influencing the decision process


    This section of the model consists of individual and
    environmental influences that affect all the five stages in the
    decision process.

    **********

    Bharath Bhushan B

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