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Process
Dr. Poonam Madan
Model of
Consumer Behavior
Stimulus Response Model
Marketing and other stimuli enter the buyers black box
and produce certain choice / purchase responses.
Marketers must figure out
what is inside of the buyers
black box and how stimuli
are changed to responses.
Model of
Consumer Behavior
6-5
A Model of Consumer
Behavior
Marketing
Product
Price
Place
Promotion
Other
Economic
Technological
Political
Cultural
Buyer Responses
Purchase Timing
Purchase Amount
Marketing
Marketing and
and
Other
Other Stimuli
Stimuli
Economic
Technological
Place
Political
Promotion
Cultural
Buyers
Decision
Process
Product Choice
Brand Choice
Dealer Choice
Buyers
Buyers Black
Black Box
Box
Buyers
Buyers Response
Response
Characteristics
Affecting
Consumer
Behavior
Purchase
Timing
Purchase
Amount
IN
Focus on this
TRANSFORM
OUT
Variables involved in
understanding consumer
behaviour
Stimulus ads, products, hungerpangs
Response physical/mental reaction to
the stimulus
Intervening variables mood, knowledge,
attitude, values, situations, etc.
Model of
Consumer Behavior
Stimulus Response Model
Marketing and other stimuli enter the
buyers black box and produce certain
choice/purchase responses.
Marketers must figure out what is inside
of the buyers black box and how stimuli
are changed to responses.
Information Search
Bill talks to a
few of his friends
about a new TV
Evaluation of Alternatives
Product Choice
Post-purchase Evaluation
process look
familiar?
How does it
differ for low
versus high
risk products?
Has anyone
done it
differently?
Which is the
most critical
stage?
Buyer responses:
While in the black box, the buyer also
takes a decision with respect to the
product, brand, dealer, timing and amount.
Our aim
Awareness
Interest
Action
Desire
Influencer
Initiator
Decider
Buying Decision
User
Buyer