meaning and models of buyers' behaviour

1. CONSUMER
BEHAVIOUR

2. MODELS
ECONOMIC
MODEL
LEARNING
MODEL
PSYCHO-
ANALYTICAL
MODEL
SOCIOLOGICA
L MODEL

3. ECONOMIC MODEL
 This model is based on the
principle that buying decisions
are governed by the concept of
UTILITY.
 The consumer has certain
amount of purchasing power, a
set of needs to be met and a set
of products to choose from.
 The important predictions about
the buyer behaviour are:
 Price effect
 Income effect
 Substitute effect
 Communication effect

4. LEARNING MODEL
RESPONSE
Learning targets lace through trial and
error in a stimulus response situation
CUES
Stimuli coming from marketing and social
environment
Drive
A strong internal stimulus that impels an
action

5. PSYCHOANALYTICAL
MODEL

6. SOCIOLOGICAL MODEL
 This model considers
that a consumer’s
buying pattern is based
on his role and influence
in the society.
 A consumer’s behaviour
may also be influenced
by the people he/she
associates with & the
culture that her society
exhibit.
 Example
 A manager and an employee
may have different buying
behaviors given their
respective roles in the
company they work
 But if they live in the same
community they may buy
products from same company
or brand.

7. Francesco Nicosia model

8.  Francesco M. Nicosia a leading
scholar in the field of
consumer behavior
propounded a comprehensive
model in 1966 to analyze
consumer's behavioral process.
The model concentrates on the
communication process that
occurs between a brand and a
consumer. It uses a flow of
events through different stages
that are identified as fields.
 Nicosia Field 1
 This field is the sum of two sub
fields. Sub field one that represents
the product's attributes and the
brand communication efforts and
sub field two with the consumer's
attributes and represents the
meaning he gives to the message
which effects his reception of the
message.
 Nicosia Field 2 : The message
in field one produces a certain
attitude on the individual that
leads to the search and
alternative evaluation phases
in the decision process

9.  Nicosia Field 3 : Field three
represents the transformation of
the motivation into the act of
purchase or non purchase. This
leads to a certain purchasing
behavior analyzed in field four.
 Nicosia Field 4 : Field four deals
with the use of the purchased
item and how it generates
experience that will determine
future behavior towards the
product. as a relation of the
purchase consequence stored in
memory. The output in field four
is feedback of consumption and
sales to the company.
 With this model Nicosia
was able to represent
consumer's behavior
when receivers of a
message and has agents
in the buying process
generated by that flow of
information from a
company.