Black box model ENV ENVIRON RONMENT ENTAL FAC FACTORS ORS
BUYER' ER'S BLA BLACK BOX BOX BUYER'S RESPONSE
Marketing Stimuli
Environmental Stimuli
Buyer Characteristics
Decision Process
Product Price Place Promotion
Economic Technological Political Cultural Demographic Natural
Attitudes Motivation Perceptions Personality Lifestyle Knowledge
Problem Problem recogniti recognition on Inform Informati ation on searc search h Product choice Alternative Brand choice evaluation Dealer choice Purc Purcha hase se deci decisi sion on Purchase timing Post-purchase Purchase amount behaviour
The The blac black k box box mod model show showss the inte nteract ractio ion n of stim stimul uli, i, cons consu umer mer charact characteri eristi stics, cs, decisi decision on proces processs and consum consumer er respon responses ses.. [1] It can be dist distin ingu guis ishe hed d betw betwee een n inte interp rper erso sona nall stimuli( stimuli(between people) or intrapersonal stimuli (within people). [2] The black box model is related to the the black box theory of behaviourism, behaviourism, where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. The marketing stimuli are planned and processed by the companies, whereas the environmental stimulus are given by social factors, based on the economical, political and cultural circumstances of a society. The buyers black box contains the buyer characteristics and the decision process, which determines the buyers response. The The blac black k box box mode modell cons consid ider erss the the buye buyers rs resp respon onse se as a resu result lt of a conscious, rational decision process, in which it is assumed that the buyer has recognized the problem. However, in reality many decisions are not made in awareness of a determined problem by the consumer. Information search
Once the consumer has recognised a problem, they search for information on products and services that can solve that problem. Belch and Belch (2007) explain that consumers undertake both an internal (memory) and an external search.
Sources of information include:
Personal sources
Commercial sources
Public sources
Personal experience
The The rele releva vant nt inte intern rnal al psyc psycho holo logi gica call proc proces esss that that is asso associ ciat ated ed with with information search is perception. Perception is defined as "the process by which an individual receives, selects, organises, and interprets information to create a meaningful picture of the world". The selective perception process
Stage Description Select Selective ive exposu exposure re consum consumers ers select select which which promot promotion ional al messag messages es they will expose themselves to.
Select Selective ive attent attention ion consum consumers ers select select which which promot promotion ional al messag messages es they will pay attention to.
Selective Selective comprehens comprehension ion consumer consumer interpret interpret messages messages in line with their beliefs, attitudes, motives and experiences.
Select Selective ive retent retention ion consum consumers ers rememb remember er messag messages es that that are more more meaningful or important to them.
The implic implicati ations ons of this this proces processs help help develo develop p an effect effective ive promot promotion ional al strategy, strategy, and select select which sources sources of information information are more effective effective for the brand. Information evaluation
At this time the consumer compares the brands and products that are in their evoked set. How can the marketing organization increase the likelihood that their brand is part of the consumer's evoked (consideration) set? Consumers evaluate alternatives in terms of the functional and psychological benefits that that they they offe offer. r. The The mark market etin ing g orga organi niza zati tion on need needss to unde underst rstan and d what what
benef benefits its consum consumers ers are seekin seeking g and therefo therefore re which which attrib attribute utess are most most important in terms of making a decision. Purchase decision
Once the alternatives have been evaluated, the consumer is ready to make a purchase decision. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The organisation can use variety of techniques to achiev achievee this. this. The provis provision ion of credit credit or paymen paymentt terms terms may encour encourage age purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. The relevant internal psychological process that is associated with purchase decision is integration.Once the integration is achieved, the organisation can influence the purchase decisions much more easily. Postpurchase Postpurchase evaluation
The EKB model was further developed by Rice (1993) which suggested ther theree shou should ld be a feed feedba back ck loop loop,, Foxa Foxall ll (200 (2005) 5) furt furthe herr sugg sugges ests ts the the import importanc ancee of the post post purcha purchase se evalua evaluatio tion n and that that the post post purch purchase ase evaluation is key due to its influences on future purchase patterns. Internal influences
Consum Consumer er behavi behaviour our is influe influence nced d by: demogr demograph aphics ics,, psycho psychogra graphi phics cs (lifes (lifestyl tyle), e), perso personal nality ity,, motiva motivatio tion, n, knowle knowledge dge,, attitu attitudes des,, beliefs beliefs,, and feeli feeling ngs. s. Cons Consum umer er beha behavi viou ourr conc concern ern with with cons consum umer er need need cons consum umer er actions in the direction of satisfying needs leads to his behaviour of every individuals depend on thinking External influences
Consumer behaviour is influenced by: culture, sub-culture, locality, royalty, ethnicity, family, social class, past experience reference groups, lifestyle, market mix factors.
