Contemporary models of consumer behaviour

This includes Nicosia model , Engell Blackwell Miniard (EBM) model , Engel Kollat Blackwell model , Webster and wind model of consumer buying behaviour.

1. CONTEMPORARY MODELS OF CONSUMER BEHAVIOUR Prepared by: Saurabh mishra – CUHP19MBA94 Shabbu Devi – CUHP19MBA95 Shubham Sharma – CUHP19MBA 96 Sparsh Sharma – CUHP19MBA 97 Vinay Dhiman – CUHP19MBA 98 Yatin Bhardwaj – CUHPMBA99

2. THE NICOSIA MODEL This model was developed by Francesco Nicosia, an expert in consumer motivation and Behaviour. The Nicosia Model attempts to explain buying behaviour by establishing a link between the organization and its prospective customer, it analysis human being as a system with stimuli as the input to the system and the human behaviour as the output of the system. The model has four basic areas: Field one has two subareas – consumers attribute and the firm’s attribute. The second area is related to the search and evaluation undertaken by consumer. The third area explains how actually consumer buys the product. The fourth area is related to the uses of purchased item.

3. Evaluation of the Model and its Limitations: The model can be said to be the pioneering efforts By Nicosia to Identify the Decision making process carried out by customers. The model has viewed consumers to be involved in an active role and that they move from general product knowledge towards specific brand information , while being involved in a purchase behaviour.

4. Limitations of the model: Incomplete in a number of aspects , including the influences and inter relationships among the consumer attributes. A number of assumptions has been made that question the validity of the model, for instance: What type of customers are we talking about? Is this for a new product? The company and the consumers have an existing relationship ? what type? Is this the first exchange the consumer has had with the producer?

5. THE ENGEL – KOLLAT – BLACKWELL MODEL The Engel – Kollat – Blackwell model talks of consumer behaviour as a decision making process in the form of five steps ( activities ) and other related variables which occur over a period of time. Apart from these basic core steps , the model also includes a number of other variables grouped into five categories. Information Input. Information Processing. Product – brand evaluation. General motivating influences. Internationalized environmental influences.

6. Evaluation and limitations : 1)The Model has emphasized on the conscious decision making process adopted by consumer. 2)The model is easy to understand and flexible. 3)This model recognizes that a consumer may not go through all the steps always . This is because of the repeat purchases the consumer may bypass some of steps. Limitation: One limitation of this model is the inclusion of environmental variables and general motivating influences but not specifying the effect of these on the buyers behaviour.

7. ENGEL-BLACKWELL-MINIARD (EBM) MODEL This model is a development of the original Engel , Kollat and Blackwell model first introduced in 1968.It shares certain things with the Howard – Sheth model .Both have similar scope and level of complexity. The Engel – Blackwell – Miniard (EBM) model basically focuses on the decision process and is augmented with inputs from information processing and others influencing factors also. This model have distinctive four sections , namely : Input. Information Processing. Decision Process. Variables influencing decision Process.

8. Evaluation of the model : The EBM model is very flexible and more coherent than Howard sheth model of consumer behaviour. It also includes human processes like memory , information , processing , and considers both the positive and negative purchase outcomes. Limitations: The model has been criticized on two aspects: Firstly, on the somewhat vague definition of the role of the influencing variables. Secondly , it is felt that the separation of information search and alternative evaluation is somewhat artificial.

9. WEBSTER AND WIND MODEL OF ORGANISATIONAL BUYING This is a complex model developed by F.E. WEBSTER and Y. WIND , as an attempt to explain the multifaceted nature of organizational buying behaviour. This model refers to the environmental , organizational , interpersonal and individual buying determinants which can influence the organizational buying decisions. The environmental determinants comprises of physical and technological factors , economic, political , legal and sociocultural environmental factors. The organizational determinants includes people , structure , technology , task. An individual may be involved in organizational buying these roles could be of: Users , Influencers , Buyers , deciders , Gatekeepers.

10. Evaluation of the model: This model is a valuable contribution and helps in revealing the whole range direct and indirect influences , which affect the organizational buying behaviour . Limitation: This model provides only a static representation of a dynamic situation.

11. Case Study BOOMING BATTER BUISNESS

12. Questions : Which model according to you is being informally used when thinking about the target market in above case? Why?. Which Variables can be said to be the major influences on consumer behaviour in above case? How will you use Howard- Sheth Model to explain routinised brand choice behaviour of consumers in the above case?

13. References: Consumer Behaviour IN INDIAN PERSPECTIVE by SUJA R. NAIR (2010 th edition) Kumar, S. Ramesh (2013). Case Studies in Consumer Behaviour, Pearson: New Delhi. https://www.slideshare.net/VikramNani/models-of-consumer-behaviour-27197582.

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