Consumer Modelling

By:
Uma
Hema Mrudula
Kalyan
Vidhut
Ravi Patel
Kumar Achyut
 Model: It is very often referred to as an
abstract representation of a process or
relationship.

 These models help us in the following way:

• Development of theories
• To understand complex relationships
• To provide the framework for discussions &
research work
 Types of Models
 The economic model
 Learning model
 Psychoanalytic model
 The sociological model
 The Howard Sheth model of Buying behavior
 The Nicosia model
 Webstar & wind model
 The Engel-Kollat-Blackwell model
 Engel, Blackwell & Miniard model
 The sheth model of industrial buying
 The Black-Box model
 h M o d e l
a r d S h et
Th e H o w i o r
n g B e h av
of Bu yi
 The Howard-Sheth model of buying behaviour
attempts to explain the complexity of the
consumer decision making process in case of
incomplete information.
 This model suggests three levels of decision
Making
• Extensive problem solving.
• limited problem solving
• Habitual response behaviour
 Sets of Variables:
• Inputs
• Perceptual contracts & Learning constructs
• Outputs
• Exogenous (External) Variables
 o d e l
cos i a M
N i
• It was developed in 1966 by Francesco Nicosia
• It explains about the link between the
organization & its consumer
• The field one has two sub areas- consumers
attribute & firms attribute.
• The second area – is related to the search &
evaluation
• The third area- explains how the consumer
actually buys the product
• The area four- it is related to output to receive
feedback on sales.
 de l
M o
B ox
ac k
h e Bl
T
 It is a device, system or object which can be
viewed solely in terms of its input, output and
transfer characteristics without any knowledge
of its internal workings, that is, its
implementation is "opaque" (black). Almost
anything might be referred to as a black box: a
transistor, an algorithm, or the human mind.
 Social responsibility

• Social responsibility is an ethical or ideological theory that

business should not function amorally but instead should
contribute to the welfare of their communities and an entity
whether it is a government, corporation, organization or individual
has a big responsibility to society at large.
• For each business, different measures are taken in consideration to
classify a business as "socially responsible". Each business
attempts to reach different goals. There are four areas that should
be measured regardless of the outcome needed: Economic
function, Quality of life, Social investment and Problem solving,
that are trying to be achieved should be measured to see if it meets
with the cost guidelines that the business is willing to contribute.
 CORPORATE SOCIAL RESPONSIBILITY
• Corporate Social Responsibility (CSR) is becoming an
increasingly important activity to businesses nationally and
internationally. As globalization accelerates and large
corporations serve as global providers, these corporations
have progressively recognized the benefits of providing CSR
programs in their various locations. CSR activities are now
being undertaken throughout the globe.
The key drivers for CSR are:
• Enlightened self-interest.
• Transparency & trust
• Increased public expectations of business.
 Social Influences on
Consumer Behavior

• Information and Pressures from Individuals,

groups, and the mass media that affect how a
person behaves.
• Why are social influences important?
• Source is creditable.
• Source can communicate information widely.
• Source uses communication frequently.
• Source determines socially appropriate and
inappropriate behaviors
 Sources of Influence on
Consumer Behavior

• Marketer dominated sources: are influences

delivered from a marketing agent (advertising,
personal selling etc…).

• Non-marketer dominated sources: are influences

delivered from an entity outside a marketing
organization (friends, family, the media)