Model of CB unit 1 Introducton and models o Consumer Behaviour

Model of CB unit

2. Thetermcustomerreferstothepurchaserofaproductorservice
whereasthetermconsumerreferstotheenduserofaproductor
service.
A customer is

4. Factors influencing consumer
behavior
Cultural
Social
Personal
Psychological

5. personality

6. Contd..
Schiffman(2008)asthattheunique
dynamicorganizationofcharacteristics
ofaparticularperson,physicaland
psychological,which influence
behaviourandresponsestothesocial
andphysicalenvironment.
relatedtotheheredityandthe
experienceofearlychildhood.

7. psychographic
Activities
•Interests
•Opinions

8. Family
helps shape an individual's
attitudes and behaviours
develop political and
religious beliefs, lifestyle
choices, and consumer
preferences

9. society
outside influences of others

10. Attitude and life styles
“the patterns in which people live
and spend time and money.”
Beliefs and feelings

11. Values of perception
•Organization,
•Identification,
•Interpretation

12. The organization, identification and
interpretation of sensory information in
order to represent and understand the
environment.
can be shaped bylearning, memory and
expectations.

13. Models of consumer
behavior
Traditional models:
Economic Model
Learning Model
Psychoanalytic Model
Sociological Model

14. Economic model
Law of principal of maximum utility
Law of equimarginal utility enables a
consumer to secure the maximum utility
from limited purchasing power
Price effect
Substitution effect
Income effect

15. Learning model
The response of satisfaction reinforces
the relationship
Learns to associate connection between
stimulus and response which becomes
habit
Understanding the response of
consumer at the market place

16. Psychoanalytical model
Personality of consumers and their
responses
Consumer behavior is directed by a
complete set of deep seated motives

17. Sociological model
As his role, status, interaction, influence,
group relation, lifestyle, income, occup-
ation, place of residence, social class
etc.

18. Contemporary models
Harwardsethmodel
Nicosia
Webster and wind
Engel, balckwelland minard model

19. Howard shethmodel
Customer lacks well defined evaluative
criteria to judge the product
Searches for information
After passing his own personality, his
intake is modified
Evaluates the brands available
Seeks greatest potential of satisfying his
motives

21. example
Online shopping

22. Nicosia model
Proposed by Francesco Nicosia in
1970s
Incomplete in a number of aspects,
very reductionist
Variables in the model have not been
clearly defined

23. A number of assumptions have been made
that question the validity of this model, for
instance:
What type of consumer are we talking about?
The company and the consumer have an
existing relationship? What type?
Is this for a new product? Is this the first
exchange the consumer has had with the
producer?

25. example
Four-wheelers

26. Engel, Blackwell and minard
model
Information input
Information processing
Decision process stage
Variables influencing decision making
process

28. example
Garment sector
Social class
Family
Lifestyle
Personality
Beliefs
attitudes

29. Webster and wind
partitiones the buying process into
several processes
processes of decision-making are
determined by environmental and
organizational factors.
Final buying process rendered as the
mixture of individual and group decision

32. example
Automobile manufacturing
•B2B business
•Purchasing tires

34. conclusion
Understanding consumer contributes the
best to any organization and for this,
models would work great