This document discusses several models of consumer buying behavior, including traditional models like the economic, learning, and psychological models as well as contemporary models like the Howard Sheth model. It then provides more detailed explanations of several key models, including the economic model and its assumptions and criticisms, the learning model and how it helps marketers understand consumer learning, and the Engle-Blackwell-Miniard model which views consumer behavior as a five-step decision making process along with related variables. The document analyzes several models' strengths and limitations in summarizing consumer behavior.
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
The concept of marketing starts with customer needs and ends with consumer behavior by meeting the needs of the customers. • The marketers are specifically interested in understanding what a consumer looks at while choosing a specific brand. • CB tries to understand the consumer as a whole.
Introduction to Sales Management – The Sales Organization
– Determining Sales Related Marketing Policies – Sales
Functions and Policies – International Sales Management
– Personal Selling.
Sales Planning – Sales Budgets – Estimating Market
Potential and Forecasting Sales – Sales Quotes – Sales &
Cost Analysis, Sales Force Management: Hiring and Training Sales
Personnel – Time and Territory Management –Compensating Sales Personnel – Motivating the Sales Force
– Leading the Sales Force – Evaluating Sales Force
Performance.
Marketing Logistics - Distribution as Marketing Mix
Element – Distribution Resource Planning – Marketing
Channel Integration – Channel Management – Nature of
Marketing Channels – Evaluating Channel Performance-
Specialized Techniques in selling – Tele Marketing – Web
Marketing
Distribution Cost Analysis: Managing Channel Conflicts –
Channel Information Systems – Wholesaling – Retailing –
Ethical And Social Issues in Sales and Distribution
Management.
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
The concept of marketing starts with customer needs and ends with consumer behavior by meeting the needs of the customers. • The marketers are specifically interested in understanding what a consumer looks at while choosing a specific brand. • CB tries to understand the consumer as a whole.
Introduction to Sales Management – The Sales Organization
– Determining Sales Related Marketing Policies – Sales
Functions and Policies – International Sales Management
– Personal Selling.
Sales Planning – Sales Budgets – Estimating Market
Potential and Forecasting Sales – Sales Quotes – Sales &
Cost Analysis, Sales Force Management: Hiring and Training Sales
Personnel – Time and Territory Management –Compensating Sales Personnel – Motivating the Sales Force
– Leading the Sales Force – Evaluating Sales Force
Performance.
Marketing Logistics - Distribution as Marketing Mix
Element – Distribution Resource Planning – Marketing
Channel Integration – Channel Management – Nature of
Marketing Channels – Evaluating Channel Performance-
Specialized Techniques in selling – Tele Marketing – Web
Marketing
Distribution Cost Analysis: Managing Channel Conflicts –
Channel Information Systems – Wholesaling – Retailing –
Ethical And Social Issues in Sales and Distribution
Management.
Entrepreneurship and Commerce in IT - 13 - The Internet Audience, consumer be...Sachintha Gunasena
This series in about the Entrepreneurial and E-Commerce opportunities and how to harness the power of Information Technology to improve or revolutionize business.
This session discusses about the internet audience, internet traffic patterns, the impact of broadband internet connectivity on e-commerce, what consumers shop online, how consumers find vendors online, basic marketing concepts, internet marketing technologies, advertising networks, and brand strategies.
Stimulus-response Model Of Buyer Behavior
The Five Values Influencing Consumer Choice Behavior
Solomon Model Of Comparison Process
Nicosia Model
Howard-sheth Model
Engel-kollat-blackwell Model
Entrepreneurship and Commerce in IT - 13 - The Internet Audience, consumer be...Sachintha Gunasena
This series in about the Entrepreneurial and E-Commerce opportunities and how to harness the power of Information Technology to improve or revolutionize business.
This session discusses about the internet audience, internet traffic patterns, the impact of broadband internet connectivity on e-commerce, what consumers shop online, how consumers find vendors online, basic marketing concepts, internet marketing technologies, advertising networks, and brand strategies.
Stimulus-response Model Of Buyer Behavior
The Five Values Influencing Consumer Choice Behavior
Solomon Model Of Comparison Process
Nicosia Model
Howard-sheth Model
Engel-kollat-blackwell Model
CONSUMER BUYING BEHAVIOUR - INTRODUCTION TO MARKETINGAgaineSandra1
Consumer markets are constantly changing, and marketers must understand new and emerging contexts to succeed
Widespread adoption of digital technologies has created a global consumer culture that affects local lifestyles and behaviors
Global consumer culture shapes cultural values and can significantly influence how individuals respond to marketing activities
Marketers need to understand both local and global nuances of a market and identify aspects that may impact consumer behavior
Consumer Behavior- meaning, nature and importance, Factors influencing consumer behavior, Buying Behavior process. Market Segmentation- meaning and need Bases for market segmentation, Requisites for effective segmentation, Steps in segmentation process, Targeting- meaning, strategies, Positioning- meaning and types
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
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The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
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Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
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-Recognize the critical role of strategy in marketing
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2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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So is there science behind what makes people absolutely irresistible on camera?
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Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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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 Sociological
Model
Contemporary
Models
• 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
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. 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.
6. 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.
7. 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.
8. It attempts to throw light on the rational brand behaviour
shown by buyers when faced with situations involving
incomplete information and limited abilities.
The model refers to three levels of decision making:
• Extensive problem solving
• Limited problem solving
• Routinized response behaviour
The model has borrowed the learning theory concepts to
explain brand choice behaviour when learning takes
places as the buyer moves from extensive to
routinized problem solving behaviour.
9. • Input variables
• Output variables
• Hypothetic constructs
• Exogenous variables
The model makes significant contribution
to understand consumer behaviour by
identifying the variables which influence
consumers.
10. Input Variables: these variables acts as stimuli in the
environment.
Stimuli can be of Significative, Symbolic & Social
Significative stimuli are those actual elements of
brands which the buyer confronts, where as Symbolic
stimuli are those which are used by marketers to
represent their products in a symbolic form. Social
stimuli are generated by the social environment such
as family, friends, groups etc.
11. These are which buyer’s observable responses to
stimulus inputs. They appear in the sequence as
below:
• Attention: Based on the importance of the buyer’s
information intake.
• Comprehension: the store of information the buyer
has about the brand.
• Attitude: the buyer’s evaluation of the particular
brand's potential to satisfy his or her motives.
• Intention: the brand which the buyer intends to buy.
• Purchase behaviour: the act of actually purchasing,
which reflects the buyer’s predisposition to buy as
modified by any of the inhibitors.
12. The model proposes a number of intervening variables
which have been categorised into two major groups:
perceptual and learning constructs.
Perceptual Constructs include:
• Sensitivity to information: the degree to which the
buyer regulates the stimulus information flow.
• Perceptual bias: refers to distorting or altering
information
• Search for information: it involves actively seeking
information on the brands or their characteristics.
13. The buyer’s learning constructs can be defined as:
• Motives are general or specific goals impelling
action.
• Brand potential of the evoked set refer to the buyer’s
perception on the ability of brands in his pr her
evoked set to satisfy his or her goals.
• Decision mediators are based on the motives. The
buyer will have certain mental rules for matching and
ranking the purchase alternatives.
• Predisposition refers to a preference towards brand
in the evoked set which expresses an attitude
towards them.
• Inhibitors refers to environmental forces like price
and time pressure which may inhibit or put restrain
on the purchase of a preferred brand.
• Satisfaction the extent to which, post actual
purchase will measure upto the buyer’s expectation
14. • Exogenous variables:
These are list of a number of external variables
(external to the buyer) which can significantly
influence buyer decisions.
15.
16. • There is a absence of sharp distinctions between
exogenous variables and other variables.
• Some of the variables, which are not well
defined, and are difficult to measure too.
• The model is quite complex and not very easy to
comprehend.
17. This model attempts to explain buying behaviour by
establishing a link between the organisation and its
prospective customer. It analyse human being as a system
with stimuli as the input to the system and the human
behaviour as an output of the system.
The model suggests that message from the first influences
the predisposition of the consumer towards the product or
services. Based on the situation, the consumer will have a
certain attitude towards the product. This may result in a
search for the product or an evaluation of the product
attributes by the consumer.
If the customer satisfies with above it may result in a
positive response, with a decision to buy the product
18. The Nicosia Model explains in 4 basic areas:
Field 1:- the consumer attribute and the firm’s attributes.
The advt. message sent from the company will reach the
consumer attributes.
Field 2:- it is related to the search and evaluation,
undertaken by the consumer, of the advertised product and
also to verify if other alternatives are variable.
Field 3:- it explains how the consumer actually buys the
product.
Field 4:- it is related to the uses of the purchased items. It
can also be related to an output to receive feedback on
sales results by organisation.
19.
20. • The flow is not completed and does not mention the
various factors internal to the consumer.
• The assumption about the consumer being involved in
the decision process with no predisposition about the
various brands is restricting.
• Overlapping between firm’s attributes and consumers
attributes.
21. • This model talks of consumer behaviour as a decision
making process in the form of five steps (activities) and
other related variables which occur over a period of
time.
• 5 steps involved in the decision process:
• Problem Recognition
• Information Search
• Alternative Evaluation
• Choice
• Outcome
22. • Other related Variables included in this
model:
• Information input
• Information processing
• Product – brand evaluation
• General motivating influences
• Internationalised environment influences
23.
24. About the model
• The model has emphasised on the conscious
decision making process adopted by a consumer.
• The model is easy to understand and is flexible.
• This model recognises that a consumer may not go
through all the steps always. This is because in case
of repeat purchases the consumer may bypass
some of the steps.
• One limitation, the inclusion of environmental
variables and general motivating influences but not
specifying the effect of these on the buyer behaviour.
25. • It shares certain things with Howard-Sheth model.
• The core of the EBM model is a decision process which
is augmented with inputs from information processing
and other influencing factors.
• Four sections of the Model:
• Input
• Information Processing
• Decision process and
• Variables influencing decision process.
26. • The EBM Model when compared to the Howard-
seth model is more coherent and flexible than
the latter.
• This model also includes human processes like
memory, information processing and considers
both the positive and negative purchase out
comes.
Editor's Notes
Traditional models:- these models were developed by economists with a view to understand economic systems.
Contemporary models:- these models evolved as newer approaches to understand what are influencing consumer behaviour these models focused on the decision process adopted by consumers and borrowed concepts from behavioural sciences field.
Id – the sources of all psychic energy which drives to act
Super Ego – the internal representation of what is approved by society
Ego – the conscious directing ‘id’ impulses to find gratification in socially accepted manner.
Perceptual constructs which deal with information processing and learning constructs which are related to the buyer’s formation of concepts.