Scribd
Upload
48 views

CB Models

The document summarizes several models of consumer buying behavior: - The Economic Model focuses on price, substitution and income effects but fails to fully explain consumer behavior. - Learning Models help marketers understand how consumers learn and respond to new situations. - Psychological Models view behavior as influenced by deep motives like ego and identity. - Sociological Models see consumers influenced by and influencing society through interactions. - The Howard-Sheth Model analyzes brand choices as consumers move from extensive to routine problem solving. - The Nicosia Model links marketing messages to consumer attributes, search/evaluation, purchase, and post-purchase feedback.

Uploaded by

Ragini Mandyal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
48 views

CB Models

The document summarizes several models of consumer buying behavior: - The Economic Model focuses on price, substitution and income effects but fails to fully explain consumer behavior. - Learning Models help marketers understand how consumers learn and respond to new situations. - Psychological Models view behavior as influenced by deep motives like ego and identity. - Sociological Models see consumers influenced by and influencing society through interactions. - The Howard-Sheth Model analyzes brand choices as consumers move from extensive to routine problem solving. - The Nicosia Model links marketing messages to consumer attributes, search/evaluation, purchase, and post-purchase feedback.

Uploaded by

Ragini Mandyal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 21

• The Economic Model

• Learning Model
• Psychological Model
• The Sociological Model
• The Howard Sheth Model of buying behaviour
• The Nicosia Model
Traditional Models Models
• The Economic Model • The Howard Sheth
• Learning Model Model of buying
• Psychological Model behaviour
• The Nicosia Model
• The Sociological
Model
Bases for Economic Model:
• Price Effect
• Substitution Effect
• Income Effect
Criticism:
• Fails to explain how does the consumer actually
behave.
• Incompleteness in the Model.
• Lack of broader perspective.
This model help marketers to promote association of
products with strong drivers and cues, which would lead to
positive reinforcement from the consumers.

In marketing context, ‘learning’ will help marketers to


understand how consumer learn to respond in new
marketing situations, or how they have learned and
respond in the past in similar situations.

As Consumers also learn to discriminate and this


information will be useful in working out different
marketing strategies.
 Id
 Super Ego
 Ego
 This model is concerned with personality and says
that human behaviour to a great extent is directed by a
complex set of deep seated motives.
 Helps the marketer to know how buyers influenced
by symbolic factors in buying a product.
As per this model, an individual buyer is a part of the
institution called society, gets influenced by it and in turn,
also influences it in its path of development.

The interactions with all the set of society leave some


impressions on him and may play a role in influencing his
buying behaviour.

The marketers, through a process of market


segmentation can work out on the common behaviour
patterns of a specific class and group of buyers and try to
influence their buying pattern.
It attempts to throw light on the rational brand behaviour
shown by buyers when faced with situations involving
incomplete information and limited abilities.

The model refers to three levels of decision making:


• Extensive problem solving
• Limited problem solving
• Routinized response behaviour

The model has borrowed the learning theory concepts to


explain brand choice behaviour when learning takes
places as the buyer moves from extensive to
routinized problem solving behaviour.
The model makes significant contribution
to understand consumer behaviour by
identifying the variables which influence
consumers.

• Input variables
• Output variables
• Hypothetic constructs
• Exogenous variables
Input Variables: these variables acts as stimuli in the
environment.
Stimuli can be of Significative, Symbolic & Social

Significative stimuli are those actual elements of


brands which the buyer confronts, where as Symbolic
stimuli are those which are used by marketers to
represent their products in a symbolic form. Social
stimuli are generated by the social environment such
as family, friends, groups etc.
These are which buyer’s observable responses to
stimulus inputs. They appear in the sequence as
below:
• Attention: Based on the importance of the buyer’s
information intake.
• Comprehension: the store of information the buyer
has about the brand.
• Attitude: the buyer’s evaluation of the particular
brand's potential to satisfy his or her motives.
• Intention: the brand which the buyer intends to buy.
• Purchase behaviour: the act of actually
purchasing, which reflects the buyer’s predisposition
to buy as modified by any of the inhibitors.
The model proposes a number of intervening variables
which have been categorised into two major groups:
perceptual and learning constructs.

Perceptual Constructs include:


• Sensitivity to information: the degree to which the
buyer regulates the stimulus information flow.

• Perceptual bias: refers to distorting or altering


information

• Search for information: it involves actively seeking


information on the brands or their characteristics.
The buyer’s learning constructs can be defined as:
• Motives are general or specific goals impelling
action.
• Brand potential of the evoked set refer to the buyer’s
perception on the ability of brands in his pr her
evoked set to satisfy his or her goals.
• Decision mediators are based on the motives. The
buyer will have certain mental rules for matching and
ranking the purchase alternatives.
• Predisposition refers to a preference towards brand
in the evoked set which expresses an attitude
towards them.
• Inhibitors refers to environmental forces like price
and time pressure which may inhibit or put restrain
on the purchase of a preferred brand.
• Satisfaction the extent to which, post actual
purchase will measure upto the buyer’s expectation
• Exogenous variables:
These are list of a number of external variables
(external to the buyer) which can significantly
influence buyer decisions.
• There is a absence of sharp distinctions between
exogenous variables and other variables.

• Some of the variables, which are not well


defined, and are difficult to measure too.

• The model is quite complex and not very easy to


comprehend.
This model attempts to explain buying behaviour by
establishing a link between the organisation and its
prospective customer. It analyse human being as a system
with stimuli as the input to the system and the human
behaviour as an output of the system.

The model suggests that message from the first influences


the predisposition of the consumer towards the product or
services. Based on the situation, the consumer will have a
certain attitude towards the product. This may result in a
search for the product or an evaluation of the product
attributes by the consumer.

If the customer satisfies with above it may result in a


positive response, with a decision to buy the product
The Nicosia Model explains in 4 basic areas:
Field 1:- the consumer attribute and the firm’s attributes.
The advt. message sent from the company will reach the
consumer attributes.

Field 2:- it is related to the search and


evaluation, undertaken by the consumer, of the advertised
product and also to verify if other alternatives are variable.

Field 3:- it explains how the consumer actually buys the


product.

Field 4:- it is related to the uses of the purchased items. It


can also be related to an output to receive feedback on
sales results by organisation.
• The flow is not completed and does not mention the
various factors internal to the consumer.

• The assumption about the consumer being involved in


the decision process with no predisposition about the
various brands is restricting.

• Overlapping between firm’s attributes and consumers


attributes.

You might also like