1. Model of Consumer Behavior
Marketing and
Other Stimuli
Model of Consumer Behavior
Model of Consumer Behavior
This CTR corresponds to Figure 5-1 on p. 135 and to the material on pp
Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
Buyer’s Black Box
Consumer Behavior
Consumer behavior refers to the buying behavior of final consumers -- individuals and households who buy goods and services for personal consumption.
Model of Consumer Behavior
Marketers control the stimuli or inputs consisting of the four Ps: Product, Place, Price, and Promotion. Environmental and situational influences, though perhaps beyond the control of the marketer, also influence many consumer choices. But what happens between the marketing stimuli input and the buyer’s response or output? That “black box” processing is the central question for marketers.
Teaching Tip: You may wish to discuss the “buyer’s black box” in more detail at this stage. Students sometimes become involved in the controversy regarding the presence or absence of consciousness in consumers. Consider using a two-side in-class discussion:
Side A: Experimental psychologists argue that what we call consciousness is merely a set of complex learned responses -- an ordinary physiological function.
Side B: Sociologists and social psychologists argue that consciousness is greater than the sum of its physiological parts. For marketers, the issue is sometimes linked to free will: Do marketers create needs by conditioning consumers? Do marketers offer need-fulfillers to needs consumer’s create in their “black box?”
Buyer’s Decision Process
Characteristics Affecting Consumer Behavior
Buyer’s Response
Purchase Timing
Purchase Amount
Product Choice
Brand Choice
Dealer Choice