Consumer Decision Making Models 1. 1. Consumer Decision Making Models Mithilesh Trivedi 2. 2. The consumer models refer to varying orientations and perspectives with which consumers approach the marketplace and how/why they behave as they do. They refer to how the varying orientations impact the buying decision process and overall buyer behavior. Consumer Decision Making Models: - 1. Stimulus-response Model Of Buyer Behavior 2. The Five Values Influencing Consumer Choice Behavior 3. Solomon Model Of Comparison Process 4. Nicosia Model 5. Howard-sheth Model 6. Engel-kollat-blackwell Model 3. 3. Stimulus-Response Model Of Buyer Behavior • Middleton (1994) presented an adapted model of consumer behavior tourism, which was termed the stimulus-response model of buyer behavior. This model is based on the four interactive components with the central component identified as 'buyer characteristics and decision process'. • The model separates out motivators and determinants in consumer buying behavior and also emphasizes the important effects that an organization can have on the consumer buying process by the use of communication channels. 4. 4. Sheth-Newman Gross Model of Consumption Values • According to this model, there are five consumption values influencing consumer choice behavior. • These are functional, social, conditional, emotional, and epistemic values. • Any or all of the five consumption values may influence the decision. • Various disciplines (including economics, sociology, several branches of psychology, marketing and consumer behavior) have contributed theories and research findings relevant to these values, (Sheth et al. 1991). • Each consumption value in the theory is consistent with various components of models advanced by Maslow (1970), Katona (1971), Katz (1960), and Hanna (1980). Five consumption values form the core of the model: 5. 5. Solomon Model Of Comparison Process 6. 6. Nicosia Model • This model focuses on the relationship between the firm and its potential consumers • The firm communicates with consumers through its marketing messages (advertising), and the consumers react to these messages by purchasing response • The firm and the consumer are connected with each other, the firm tries to influence the consumer and the consumer is influencing the firm by his decision 7. 7. Howard-sheth Model This Model Suggests Three Levels Of Decision Making: - 1. The first level describes the extensive problem solving. At this level the consumer does not have any basic information or knowledge about the brand and he does not have any preferences for any product. In this situation, the consumer will seek information about all the different brands in the market before purchasing. 2. The second level is limited problem solving. This situation exists for consumers who have little knowledge about the market, or partial knowledge about what they want to purchase. In order to arrive at a brand preference some comparative brand information is sought. 3. The third level is a habitual response behavior. In this level the consumer knows very well about the different brands and he can differentiate between the different characteristics of each product, and he already decides to purchase a particular product.
8. 8. Engel-kollat-blackwell Model This model was created to describe the increasing, fastgrowing body of knowledge concerning consumer behavior. This model, like in other models, has gone through many revisions to improve its descriptive ability of the basic relationships between components and sub-components, this model consists also of four stages; • Information Input • Information Processing • Decision Process • Variables Influencing The Decision Process 9. 9. Thank You
Consumer Decision-Making Process The consumer decision-making process consists of five steps, which are need recognition, information search, evaluations of alternatives, purchase and post-purchase behavior. These steps can be a guide for marketers to understand and communicate effectively to consumers. One note is that consumers do not always move in the exact order through the process; it can depend on the type of product, the buying stage of the consumer and even financial status.
Need Recognition The very first step in the process is when consumers realize that they have a need for something. Marketers want to create an imbalance in consumers between their present status and their preferred status. This imbalance will create a need and make a consumers search out and buy a product or service. Need recognition occurs when a consumer is faced with a difference between an actual and a desired state. A need can occur immediately and can be a very basic impulse that you experience, such as when the ninja develops hunger pains. This is called an internal stimulus. Or it can be a change in the ninja's lifestyle, such as when he finds out that he is going to be expecting a baby ninja. An external stimulus is when you are affected by outside influences, such as when a friend tells you about a fantastic movie, restaurant or an ad for a car. The key weapon of a marketer to create an imbalance/consumer need is to use advertising and sales components. When consumers recognize an unfulfilled need and that a product will satisfy it, they have created a want. The marketer can then tailor new products and current products to reach the consumers and create a successful purchase situation. There are three ways that consumers recognize unfulfilled wants. The first way is when a consumer becomes frustrated with the fact that a product he or she has is not performing properly. Perhaps the car that the consumer owns is now requiring time in the shop for repairs, or the jeans he owns have developed holes. The consumer now has developed a want and need for a new car and new jeans.
Marketers will even act fast and use advertising and sales to further move the consumer to a new purchase. Car brochures, test drives, sales, promotions and rebates are all ways for the consumer to be drawn further into the need recognition process. Another way that a consumer recognizes an unfulfilled want is when the consumer runs out of the product. This can be as simple as an empty shampoo bottle or a need for more bread. Marketers can tempt consumers to purchase their products through coupons, deals, contests and promotions. The last way consumers can recognize an unfulfilled need is if they become aware of a product that is better than their current product. Marketers love to create newer versions of their product in order to tempt consumers to upgrade their old versions, such as technology and automobile companies, which consistently upgrade to newer models.
Information Search After the consumer has developed a want or a need, he or she needs to start an information search about the different alternative selections that they can purchase to satisfy their need. Our ninja has decided he needs a new ninja hideout. He will look both internally and externally for his information to help him make a decision. An internal information search consists of utilizing information from memory, such as past experiences with the product. An external information search is the process of seeking information in the outside environment. The ninja will start by asking personal ninja friends and family about their experiences with acquiring a new ninja hideout. They can also research public sources, such as consumer reports for ninja hideouts with the best ratings. Another external information source for the ninja would be marketing-controlled sources, such as radio, television ads, brochures, etc. The amount of time dedicated to this step usually depends on the consumer's past experience with buying the product, the risk involved and the level of interest. The new ninja hideout would be of high interest and have a large risk due to the fact the ninja wants to be well protected. Once the ninja has created a set of alternative ninja hideouts to choose from, he has created an evoked set. This set consists of the ninja's most preferred alternatives. Once the evoked set has been decided upon, the ninja will then conduct final research to further shrink his choices.
Evaluation of Alternatives and Purchase After consumers have recognized a need, conducted information research and created a final decision set (or evoked set), they then must make a decision. Our ninja must choose which ninja hideout he will purchase with what options. In order to make the final decision, consumers usually decide on one product attribute that is the most important. It could be quality, price, location, option, etc. Another method of making a final decision is for the consumer to create a specific cutoff. This could be financially based; such as the limit for a ninja hideout could be $25,000. A marketer has to realize which attribute is most important to the consumer and communicate away any potential obstacles. For instance, suppose our ninja has decided that he will make his decision based on a price cutoff of $20,000. A marketer could then promote that the ninja could still afford the $25,000 hideout by using excellent financing.
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