Documente Academic
Documente Profesional
Documente Cultură
Shivali Kamal
Third sem
Rbs,Hyderabad
Contents in brief:-
Consumer Decision-Making,
Models of Consumer Behaviour,
Types of consumer behaviour models,
Industrial buying behaviour
Industrial Vs Consumer Market &
The process of industrial purchasing .
Consumer Decision-Making
Buyer decision processes are the decision making processes undertaken by
consumers in regard to a potential market transaction before, during, and
after the purchase of a product or service.
A general model (“box-and-arrow” models) consists of :-
Models of Consumer
Behaviour
Economic model :-It is one-dimensional model. Being rational, one will
make his purchase decisions with the intention of maximizing the
utility/benefits. Economic model is based on certain predictions as price
effect ,substitution effect & income effect.
The sociological model :-The individual buyer is a part of the institution
called society. So, he gets influenced by it and in turn also influences it in its
path of development.
Learning model :-Classical psychologists have been interested in the
formation and satisfaction of needs and tastes .living beings were influenced
by both innate needs .A drive or internal stimulus which when directed
towards a drive-reducing object becomes a motive.
Psychoanalytical model:-It is based on the work of psychologists who were
concerned with personality (outcome of id, super ego & ego). Human needs
and motives operated at the conscious as well as subconscious levels.
Marketers have been using this approach to generate ideas for developing
product-design, features, advertising and other promotional techniques.
Types of models of consumer
behaviour:-
A model a is simplified version of reality, it has
never been reality, it isn’t reality and it will never
be reality...…therefore all models are subject to
criticism.
Maslow’sHierarchy of Needs (Conceptual model);
The Howard Sheth Model of Buying Behaviour;
Engel, Kollatand Blackwell model.
Maslow’s Hierarchy of
Needs
5
Self-
Self-
actualization
actualization
(self-development
(self-development
andrealization)
and realization)
Esteem needs
4 Esteem needs
(self-esteem,recognition)
(self-esteem, recognition)
Social needs
Social needs
3 (sense
(sense of
of belonging,
belonging, love)
love)
Safetyneeds
Safety needs
2 (security, protection)
protection)
(security,
Psychological needs
Psychological needs
1 (food, water,
(food, water, shelter)
shelter)
Engel-Kollat-Blackwell
model
The Howard sheth model
Industrial vs. consumer
markets
Aspect Industrial market Consumer market
Buying objective Enable production Personal need satisfaction
Buying motive Mainly rational Also emotional
Purchasing function Professional buying Consumers
Decision making Many persons involved, Often impulsive, without
much discussion consulting others
Characteristics Negotiations, intense Often without negotiation, little
interaction interaction
Product & market Large Limited
knowledge
Order size Often large Mostly small
Demand Derived, fluctuation Autonomous, relatively stable