9 black box model 2015

9 black box model 2015

1. Consumer Behavior-2015 -Rajesh Satpathy

2. THE BLACK BOX MODEL AND THE IMPLICATION ON MARKETERS
TheBlackBoxModel:
Theblackboxmodelofconsumerbehaviouridentifiesthestimuli
responsibleforbuyerbehaviour.
Thestimuli(advertisementandotherformsofpromotionabout
theproduct)thatispresentedtotheconsumerbythemarketer
andtheenvironmentisdealtwithbythebuyer’sblackbox.The
buyer’sblackbox,comprisestwosubcomponents-thebuyer’s
characteristicsandthebuyerdecisionprocess.
Thebuyer’scharacteristicscouldbepersonal,social,culturaland
psychological.Theseareinternaltothebuyerandthemarketer
cannothopetobringmuchchangeintothis.

3. THE BLACK BOX MODEL AND THE IMPLICATION ON MARKETERS
Theblackboxmodelshowstheinteractionofstimuli,consumer
characteristics,decisionprocessandconsumerresponses.Itcanbe
distinguishedbetweeninterpersonalstimuli(betweenpeople)or
intrapersonalstimuli(withinpeople).
Theblackboxmodelisrelatedtotheblackboxtheoryof
behaviourism,wherethefocusisnotsetontheprocessesinsidea
consumer,buttherelationbetweenthestimuliandtheresponse
oftheconsumer.

4. THE BLACK BOX MODEL AND THE IMPLICATION ON MARKETERS
Themarketingstimuliareplannedandprocessedbythe
companies,whereastheenvironmentalstimulusaregivenbysocial
factors,basedontheeconomical,politicalandcultural
circumstancesofasociety.Thebuyersblackboxcontainsthebuyer
characteristicsandthedecisionprocess,whichdeterminesthe
buyersresponse.

5. THE BLACK BOX MODEL AND THE IMPLICATION ON MARKETERS

6. THE BLACK BOX MODEL AND THE IMPLICATION ON MARKETERS
Theblackboxmodelconsidersthebuyersresponseasaresultofa
conscious,rationaldecisionprocess,inwhichitisassumedthatthe
buyerhasrecognizedtheproblem.
However,inrealitymanydecisionsarenotmadeinawarenessofa
determinedproblembytheconsumer.

7. THE BLACK BOX MODEL AND THE IMPLICATION ON MARKETERS
Thebuyer’sdecisionmakingprocessconsistsofthefollowingsteps:
oProblemrecognition:Theconsumeridentifiestheneedfora
product
oInformationsearch:Oncetheneedhasbeenrecognized,the
consumerwilllookformoreinformationonthevariousproducts
thatsatisfytheneed.Forexample,iftheconsumerislookingfora
Smartphone-he/shemightwanttogetin-depthknowledgeof
variousphonesavailableinthemarket
oEvaluationofalternatives:Thesetofallphonesarethen
compareduponcertainparametersthattheuserwilldesireinhis
product.Forexample,theusermightcomparephonesonstyle,
design,features,aestheticsetc.

8. THE BLACK BOX MODEL AND THE IMPLICATION ON MARKETERS
oPurchasedecision:Basedontheaboveparameters,theuser
rankstheproductsandthenbuystheonewhichfitallcriteria
oPostpurchasebehaviour:Theusermightwanttorevisehisviews
ontheproductorcriteriaofselectionbasedontheproduct’s
performance.
Theblackboxmodelconsidersthebuyer'sresponseasaresultofa
consciousandwell-informeddecisionmakingprocessinwhichhe
isnotimpulsive.

9. THE BLACK BOX MODEL AND THE IMPLICATION ON MARKETERS
Example
Discountoffers–Duringdiscountseasons,Malls,andstoresare
filledwithcustomersthinkingtheywillgethighpriceproductsin
cheapandthisthinkingofthecustomersletthemspendmoreas
theyactuallywant.Butdiscountsvariesfrombrandtobrand.
No-oneknowshowtheydecidetheamountofdiscountstobe
given.Theyallarebusyinbuying.Thisisablackboxapproachof
companiestosellmoreoftheiritemsbecauseofconsumers
thinkingandbehavior.

10. Thank You!