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Consumer Behaviour: Models

This document summarizes several models of consumer behavior: The Nicosia Model from 1996 is a comprehensive, computer-based model with three fields: consumer and firm attributes, search/evaluation, and purchase act. The Howard-Seth Model from 1969 views behavior as rational problem-solving influenced by stimuli, internal variables, exogenous variables, and responses. The Engel-Blackwell-Kollat Model treats individuals as systems with inputs, intervening variables, and outputs across information processing, central control, and decision stages. The Economic Model views consumers as rational actors motivated by utility maximization where price, income, substitutes, and communication impact decisions.

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65 views

Consumer Behaviour: Models

This document summarizes several models of consumer behavior: The Nicosia Model from 1996 is a comprehensive, computer-based model with three fields: consumer and firm attributes, search/evaluation, and purchase act. The Howard-Seth Model from 1969 views behavior as rational problem-solving influenced by stimuli, internal variables, exogenous variables, and responses. The Engel-Blackwell-Kollat Model treats individuals as systems with inputs, intervening variables, and outputs across information processing, central control, and decision stages. The Economic Model views consumers as rational actors motivated by utility maximization where price, income, substitutes, and communication impact decisions.

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CONSUMER BEHAVIOUR

MODELS
NICOSIA MODEL
 Francesco Nicosia , a leading scholar
in the field of consumer behaviour,
gave this model in 1996.
 It is very comprehensive model using
‘computer-flow charting.’
 It composes of 3 fields:
 Field 1: consists of 2 sub fields:firm’s
attribute and consumer’s attributes
 Field 2: field of search and evaluation
 Field 3: act of purchase
Howard – Seth model
 “John Howard and Jagdish Sheth” gave this
model in 1969
 Assumptions:
 Consumer behaviour is a rational exercise in
purchase problem solving
 CB is a systematic and a orderly approach
caused by inputs i.e. stimuli and the results i.e.
output
 Satisfaction leads to brand loyalty
 Dissatisfaction leads to switching to other brands
 Model indicates that there are four
variables that determine buyer’s
behaviour
 Stimulus – input variables: fashion, taste
and preference prevailing in society.
 Internal variables: buyer’s motives,
attitudes, perception, experience.
 Exogenous variables: buyer’s social
class, culture, financial status
 Response-out-variables: these are
results based upon interactions of above
three variables.
Limitations of model
 CB is normally repetitive in nature
 Generally consumer tend to stored
information in their memory and then tend
to establish a routine in their buying
decision process.
 The brand choice in one’s purchasing
decision is affected by:
 One’s set of motives
 Different alternative choice of products and
brands
 Variable are difficult to define and to measure
Engel, blackwell and kollat’s multi-
mediation model.
 Popularly known as EBIC model.
 It treats an individual as a system with outputs i.e.
behaviour which are responses to inputs and
recognizes the existence of intervening variables
between initial inputs and final outputs.
 It consist of 3 stages:
 Information processing
 Central control unit:- It includes:-
 Stored information & past experience about product
 One’s general and specific attitude are helpful to
influence the purchase decision
 Personality traits are helpful to find out how the
consumer is likely to respond.
 Decision process.
Economic model
 Consumer being a rational person, his buying
decisions are governed by concept of utility.
 The economic model leads to 4 imp. Prediction about
consumer behaviour like:-
 Lower on the price of product, the higher the
quantity that will be bought is known as, “price
effect’
 Higher is the purchasing power the higher the
quantity that will be bought which is known as,
“income effect”
 Lower the price of substitute product, lower quantity
will be bought of the original product known as,
‘Substitute effect”
 Higher are the advertisement expenses, higher the
sales which is known as, “communication effect”
Learning model
 Also known as S-R model: Stimulus-
Response model.
 Learning process involves 3 stages
The Sociological model

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