This model is slightly complicated and shows that consumer behavior is complex process and concepts of learning, perception and attitudes influence consumer behavior. This model of decision-making is applicable to individuals. It has four sets of variables which are:
Some inputs are necessary for the customer for making decisions:
These inputs are provided by three types of stimuli as shown in Fig:
Perceptual and learning constructs
These constructs are psychological variables, e.g., motives, attitudes, perception which influence the consumer decision process.
The consumer receives the stimuli and interprets it. Two factors that influence his interpretation are stimulus-ambiguity and perpetual bias.
Stimulus ambiguity occurs when the consumer cannot interpret or fully understand the meaning of the stimuli he has received, and does not know how to respond. Perceptual bias occurs when an individual distorts the information according to his needs and experiences. These two factors influence the individual for the comprehension's and rating of the brand. If the brand is rated high, he develops confidence in it and finally purchases it.
By output we mean the purchase decision. After purchase there is satisfaction or dissatisfaction. Satisfaction leads to positive attitude and increases brand comprehension. With dissatisfaction,a negative attitude is developed. The feedback shown by the dotted line and the solid lines shows the flow of information.
Exogenous or external variables
These are not shown in the model, and do not directly influence the decision process. They influence the consumer indirectly and vary from one consumer to another. These are the individual’s own personality traits, social class, importance of purchase and financial status.
All the four factors discussed above are dependent on each other and influence the decision-making process. The model though complicated, deals with the purchase behavior in an exhaustive manner.
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Consumer Behaviour Tutorial
Psychographic Or Lifestyle Segmentation
Concept Of Culture & Subculture
Cultural Variations In Non-verbal Communications
Family Buying Influences, Family Life Cycle And Buying Roles
Diffusion Of Innovation
Personality And Self Concept
Motivation And Involvement
Information Processing Learning And Memory
Attitude Development And Alternate Evaluation In Buying
Search And Evaluation
Purchasing Process And Outlet Selection
Purchase Behaviour (situational Factors)
Models Of Consumer Behaviour
Consumerism (public Policy And Consumer Protection)
Organisational Buying Behaviour
Changing Consumer Behaviour
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