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Models of Consumer Behaviour-1

The document discusses different models of consumer behaviour including prescriptive and analytical models. Prescriptive models provide guidelines on how consumer behavior is structured and include the economic, cognitive, passive, and emotional views. Analytical models provide a framework of key elements that explain consumer behavior and include the Nicosia, Howard-Sheth, Engel-Kollat-Blackwell, and Sheth’s Family decision making models. The Nicosia model specifically explains the decision making process for new products and was presented as a flow chart but is limited in applicability and factors considered.

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43 views

Models of Consumer Behaviour-1

The document discusses different models of consumer behaviour including prescriptive and analytical models. Prescriptive models provide guidelines on how consumer behavior is structured and include the economic, cognitive, passive, and emotional views. Analytical models provide a framework of key elements that explain consumer behavior and include the Nicosia, Howard-Sheth, Engel-Kollat-Blackwell, and Sheth’s Family decision making models. The Nicosia model specifically explains the decision making process for new products and was presented as a flow chart but is limited in applicability and factors considered.

Uploaded by

Devasish Panda
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
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Models of Consumer behaviour

Dr Ajitabh Dash
Consumer behaviour Modelling
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Prescriptive model
Model Description
Economic view • Consumer is regarded as being rational as gives priority to
cost benefit analysis
• The model assumes that there exists in the market a state of
perfect competition;
• The consumer is aware of the various alternatives; he has the
knowledge and ability to rank all of these

Cognitive view • Consumer is regarded as being a problem solver, who


searches for products to fulfil his needs.
• Takes decisions after a lot of thought and deliberation, so as
to get maximum benefit and value.

Passive view • Consumer is regarded as irrational and impulsive


• Easily succumbs to the selling and promotional efforts of the
marketer.
• salespersons are powerful

Emotional view • Consumer is regarded as being emotional and impulsive.


• Takes decisions based on emotions.
• Marketers must put in efforts and create positive mood and
emotions.
Analytical Model
• Nicosia Model
• Howard-sheth Model
• Engel-Kollat-Blackwell Model
• Sheth’s Family decision making model
Nicosia’s Model (1966)
• Explains the decision making process that
consumers engage in during the purchase of a
new product.
• Model was presented in a flow chart, where
he explained pre and post purchase dynamics
adopted by a consumer.
Assessment of the Model
• Applicable only for a new product.
• Applicable only for Extensive problem solving
process.
• Attitude, Motivation and learning may not
occur in the same sequence always.
• Only internal factors are considered.

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