This document discusses several models of consumer buying behavior: 1. The Economic Model assumes consumers allocate expenditures to maximize utility given prices and limited income. It is criticized for not explaining actual consumer behavior. 2. The Sociological Model views consumers as influenced by and influencing society. Market segmentation can target common patterns within groups. 3. The Learning Model explains how consumers learn responses to new marketing situations from past experiences, aiding strategies. The document then discusses motives for buying, including emotional, rational, and patronage motives like fashion, economy, and store loyalty.

1. By: DEEPAK MOHAN
Assistant Professor, Dept. of
Commerce
Bharata Mata College

2. • The Economic Model
• Learning Model
• Psychological Model
• The Sociological Model
• The Howard Sheth Model of buying behaviour
• The Nicosia Model
• The Engle-Kollat-Blackwell Model
• Engle, Blackwell and Miniard (EBM) Model
• Webstar and Wind Model of organizational
buying behaviour
• The Sheth Model of Industrial buying

3. Traditional Models
• The Economic Model
• Learning Model
• Psychological Model
• The Psychoanalitic
Model

4. This model assumes that with limited purchasing
power and a set of needs and tastes, a consumer will
allocate his/ her expenditure over different products at
a given prices so as to maximize utility.
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.

5. 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.

6. 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.

7. This model based on the work of psychologists who
were concerned with personality. The view was human
needs and motives operates on buying.
This theory was developed by Sigmund Frued. Acc. To
him human behaviour is the outcome of
• 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.

11. • .

22. Initiator
• Starts
Process,
may gather
information
to Aid
decision
Influencer
• Exerts
direct and
indirect
influence
on
purchase
decision of
a person
Decider
• The person
who takes
the final
decision on
purchasing
Buyer
• The Person
who
conducts
the
transaction
User
• Consumer /
User of the
Product

23. “A motive can be defined as a drive or an urge
for which an individual seeks satisfaction. It
becomes a buying motive when the individual
seeks satisfaction through purchase of
something”
- W. J. Stanton

24. • The Basic needs such as hunger, thirst,
Sleep etc.
Primary Buying Motive
• Which are influenced by the society.
These includes curiosity, Comfort,
Security, Love and Affection
Secondary Buying Motives

25. EMOTIONAL
BUYING MOTIVES
• BUYING MOTIVES
BASED ON
FEELINGS OR
PASSION
RATIONAL BUYING
MOTIVES
• BASED ON
SOUND
JUDGEMENT, ie,
THROUGH
PROPER
TESTING,
COMAPARING
AND OBSERVING
PRICE, QUALITY,
DURABILITY
AFTER SALES
SERVICE, ETC.
PATRONAGE
BUYING MOTIVES
• DRIVES A
PERSON
TOWARDS
SELECTION OF A
PARTICULAR
SHOP OR
SUPPLIER

26. • FASHION
• CURIOSITY
• FEAR
• LOVE AND AFFECTION
• PRIDE AND PRESTIGE
• SEX AND ROMANCE

27. • ECONOMY
• UTILITY
• DURABILITY
• COMFORT AND CONVENIENCE
• SECURITY

28. • SERVICE
• QUALITY
• STORE LOYALTY
• LOCATION
• FRIENDLINESS BEHAVIOUR