Test ( Consumer Behavior )

Models of Consumer Behaviour Models Models of of Consumer Behaviour Consumer Behaviour Ashish K Pillai Ashpillai Nicosia Model Field 1: From the source of a message to the consumer’s attitude Attitude Motivation Experience Ashpillai Field 2: Search for & evaluation of means /ends relations. (Pre-Action) Field 4: Feedback Purchasing Behaviour Subfield 1 Firm’s Attributes Subfield 2 Consumer’s Attributes Message Exposure Search & Evaluation (pre-action) Decision (action) Consumption Field 3: Purchase (Action) Nicosia Model Focuses on the relationship between the firm & potential consumers The firm communicates with consumers thru its Mkt Message (advertising) Firm tries to influence consumers and they in turn influence the firm by their actions and feedbackSo Nicosia Model is Interactive in Design Ashpillai Field 1: Consumer’s Attitude Subfield 1: Aspects of firm’s marketing environment and communication efforts that affect consumer attitudes . . . . .target mkt, prod attributes, copy appeal etc Subfield 2: Various consumer characteristics that affect the reception and understanding of the firm’s marketing message . . . . .personality, experience, attitude, values etc Ashpillai Field 2: Search & Evaluation The consumer’s search for information regarding the firm’s brand Evaluation of firm’s brand in comparison to competing brands The output of this field is the consumer’s decision to “buy” or “not to buy” So Field 2 is about Consumer Motivation Ashpillai Field 3: Act of Purchase We assume a positive result from Field 2!! So in Field 3 we talk of the “purchase” of the firm’s product as a result of he positive motivation of the consumer The decision making in this field is related to retailer choice and “how to buy” Ashpillai Field 4: Feedback Feedback is of two types: Sales Data: Information about the sales volume is in itself a big influencer on any organization (no explanations needed I hope) Experience Feedback: This is where the consumers get to influence the firm and its mkt messages in the future (remember Kinetic Honda) Ashpillai Howard – Sheth Model Inputs Perceptual Constructs Learning Constructs Outputs Significative • Price • Distinctiveness • Service • Availability Symbolic • Price • Distinctiveness • Service • Availability Social • Family • Reference Groups • Social Class Overt Search Stimulus Ambiguity Attention Perceptual Bias Confidence Motives Choice Criteria Brand Comprehension Attitude Intention Satisfaction Overt Search Overt Search Overt Search Overt Search Overt Search Stimuli Display Ashpillai Howard – Sheth Model The model distinguishes among three levels of learning (stages of decision making) 1. Extensive Problem Solving: When consumer’s knowledge & belief’s are limited or non-existent. So the consumer actively searches for info about various bands 2. Limited Problem Solving: Partial knowledge & beliefs are there but not enough to assess brands & establish a preference 3. Routinized Response Behaviour: Knowledge & beliefs well established, and consumer response is tilted towards one or two brands Ashpillai Howard – Sheth Model Consists of four major sets of variables: Inputs Perceptual & Learning Constructs Outputs Exogenous VariablesAshpillai Inputs Three distinct types of stimuli: Significative: These are the physical brand characteristics, verbal or visual prod characteristics Symbolic: This is the input provided by the marketer in the form of product or brand info Social: Provided by the consumer’s social environment; family, reference groups, social class etc Ashpillai Perceptual & Learning Constructs The psychological variables when the consumer is working on a decision Some of these variables are perceptual in nature and are about how the consumer receives & processes info Learning constructs are concept formation. Preferences, info about brands, buying intentions etc Ashpillai Outputs The model indicates a series of outputs that correspond in name to some of the perceptual & learning construct variables in addition to the actual purchase . . . .like, brand comprehension, intention, attitude (we all have that plenty, don’t we?!?!), attention( and we all that want that plenty, don’t we?!?!!) Ashpillai Exogenous Variables Variables not directly part of the decision making process . . . . .like, importance of purchase, time pressure, financial status, consumer’s personality traits etcAshpillai Engel – Kolat – Blackwell Model Ashpillai Stimuli: Marketer Dominated External Search Exposure Attention Comprehension /Perception Retention Yielding /Acceptance Memory Internal Search Dissatisfaction Problem Recognition Search Alt Evaluation Purchase Outcomes Beliefs Attitude Intention Satisfaction Individual Characteristics: Motives Values Lifestyle Personality Social Influences: Culture Reference Group Family Situational Influences Variables Influencing Decision Process Input Information Processing Decision ProcessEngel – Kollat – Blackwell Model Consists of four sections Decision Process variables Information input Information processing Variables influencing decision process Ashpillai Decision Process Stage Five sub-stages are; 1. Problem recognition 2. Search 3. Alternative evaluation 4. Purchase 5. Outcomes The amount of attention given to each substtag depends upon how extensive the problem solving tasks are felt to be Ashpillai Information Input Info from mkt & non mkt sources filters thru the consumers memory Has influence on problem recognition stage Search for external info is activated if additional info is required to arrive at a choice Ashpillai Information Processing Consists of consumer’s exposure, attention, comprehension, perception, yielding/acceptance of incoming marketer dominated & non-mkt info The consumer has to be exposed to the message, then the message is processed into long term memory & stored Ashpillai Variables Influencing Decision . . . . Individual & environmental characteristics influencing all five stages of decision process Individual influences like; motive, values, lifestyle etc Situational influences like consumer’s financial condition also influences the decision process Ashpillai Ashpillai