A model of consumer behavior simplifies reality by verbally, diagrammatically, or mathematically representing relevant variables and their interrelationships to facilitate learning what is known about consumer behavior and assist in constructing testable theories. A theory of consumer behavior consists of interrelated concepts, definitions, and propositions that describe consumer nature and activities, predict future behavior, explain underlying causes, and enable control or influence of future events.
1. Model Of Consumer Behavior.
What Is A Model?
- A Simplified Representation Of Reality.
- Described As Verbally, Diagrammatically
and Mathematically.
- Can Be Specific & Comprehensive.
Use Of Model:-
- Facilitate Learning Of What Is Known Of
Consumer Behavior.
- Assist On Constructing A Theory That Can Guide
Research In Consumer Behavior.
A Model – Identifies Relevant Variables.
– Indicates Their Characteristics.
– Specify Their Inter-relationships.
2. What Is Theory?
- Inter-related set of:-
- Concepts
- Definitions
- Propositions
- Consists Of Four Major Functions:-
a) Description
- Characterizing Nature.
- Enumerate Steps A Consumer Takes While Buying.
b) Prediction
- Foretelling Future Events.
c) Explanation
- Learn Underlying Cause Of Event/Activity.
d) Control
- The Ability To Regulate Or Influence Future Events.
