Models of Consumer Behavior
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#### **1. Introduction to Consumer Behavior Models**
- **Definition of Consumer Behavior:**
- Consumer behavior refers to the study of how individuals or groups make decisions to purchase, use, and dispose of products or services.
- Understanding consumer behavior helps marketers predict how consumers will react to marketing strategies and product offerings.
- **Purpose of Consumer Behavior Models:**
- These models provide a structured way to analyze the factors that influence consumer decisions.
- They help marketers understand the processes that consumers go through before making a purchase, allowing for the development of more effective marketing strategies.
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#### **2. E.K.B. Model (Engel, Kollat, and Blackwell Model)**
- **Overview:**
- The E.K.B. Model is one of the most comprehensive frameworks for understanding consumer decision-making.
- It was developed by Engel, Kollat, and Blackwell and focuses on the entire decision-making process, from problem recognition to post-purchase evaluation.
- **Key Components:**
1. **Problem Recognition:**
- The consumer identifies a need or problem that requires a solution.
- Example: Realizing that a current phone is outdated and needs replacement.
2. **Information Search:**
- The consumer seeks information about the products or services that can solve their problem.
- This can involve both internal (recalling past experiences) and external (seeking advice, reading reviews) searches.
- Example: Researching the latest smartphone models online.
3. **Evaluation of Alternatives:**
- The consumer compares different products or services based on attributes such as price, quality, and features.
- Example: Comparing different smartphone brands and models.
4. **Purchase Decision:**
- The consumer decides on the product to purchase based on the evaluation.
- This stage may also be influenced by factors like availability, promotions, and perceived value.
- Example: Choosing to buy a specific smartphone model.
5. **Post-Purchase Behavior:**
- After the purchase, the consumer evaluates their satisfaction with the product.
- This can lead to repeat purchases or brand loyalty if the consumer is satisfied, or buyer’s remorse and negative word-of-mouth if they are not.
- Example: Feeling satisfied with the new smartphone and recommending it to friends.
- **Importance:**
- The E.K.B. Model is particularly useful for understanding complex, high-involvement purchase decisions that require careful thought and consideration.
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#### **3. Howard-Sheth Model**
- **Overview:**
- The Howard-Sheth Model, developed by John Howard and Jagdish Sheth, is a sophisticated model that explains consumer decision-making, particularly for complex purchases.
- It emphasizes the psychological and sociological factors that influence consumer behavior.
- **Key Components:**
1. **Input Variables:**
- **Stimulus Inputs:**
- Marketing stimuli (e.g., advertisements, promotions) and environmental stimuli (e.g., social, cultural influences) that affect the consumer.
- Example: A television ad for a new car model.
- **Significant Inputs:**
- Features of the product that are important to the consumer, such as price, quality, and brand reputation.
- Example: The price and brand reputation of the car.
2. **Perceptual and Learning Constructs:**
- **Perceptual Constructs:**
- How the consumer processes information and interprets the stimuli.
- Example: Perceiving the car brand as prestigious.
- **Learning Constructs:**
- The consumer's previous experiences and knowledge, which influence their decision-making.
- Example: A positive past experience with the same car brand.
3. **Output Variables:**
- **Attention:**
- The degree to which the consumer notices and considers the product.
- **Comprehension:**
- The understanding of the product's features and benefits.
- **Attitude:**
- The consumer's overall evaluation of the product.
- **Intention:**
- The likelihood of the consumer deciding to purchase the product.
- **Purchase Behavior:**
- The actual buying decision.
- **Importance:**
- The Howard-Sheth Model is valuable for understanding the complexity of consumer behavior, especially in high-involvement purchases where multiple factors and stimuli play a significant role.
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#### **4. Nicosia Model**
- **Overview:**
- The Nicosia Model, developed by Francesco Nicosia, focuses on the relationship between the firm and the consumer, particularly how a firm's communication (like advertising) influences consumer attitudes and behavior.
- The model is divided into four main fields that represent different stages of consumer decision-making.
- **Key Components:**
1. **Field 1: The Consumer’s Attitude Based on Firm’s Message:**
- The consumer is exposed to the firm's marketing communication.
- This communication influences the consumer's attitudes, which are shaped by their background, experiences, and psychological factors.
- Example: A consumer forms a positive attitude towards a brand after seeing a persuasive ad.
2. **Field 2: Search and Evaluation:**
- The consumer actively searches for information and evaluates alternatives based on the firm’s message.
- The consumer's search is influenced by their prior attitude formed in Field 1.
- Example: A consumer looks for more information about the product advertised and compares it with competitors.
3. **Field 3: The Act of Purchase:**
- Based on the evaluation, the consumer decides to make a purchase.
- This decision is also influenced by the firm’s ongoing communication and promotional efforts.
- Example: A consumer decides to buy the product after evaluating it favorably.
4. **Field 4: Feedback Loop:**
- Post-purchase, the consumer experiences the product, which then influences their future attitudes and behaviors.
- The firm receives feedback from the consumer’s experience, which can influence future marketing strategies.
- Example: If satisfied, the consumer may develop loyalty to the brand, and the firm can use this feedback to improve its marketing.
- **Importance:**
- The Nicosia Model emphasizes the dynamic relationship between the firm and the consumer, highlighting how marketing communication can shape consumer behavior over time.
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#### **5. Conclusion**
- **Application of Models:**
- Each model offers unique insights into different aspects of consumer behavior, from decision-making processes to the influence of marketing communication.
- Marketers can use these models to design more effective strategies that cater to the needs and behaviors of their target consumers.
- **Comparative Insights:**
- The **E.K.B. Model** provides a broad, step-by-step framework for understanding consumer decisions.
- The **Howard-Sheth Model** offers a more complex view that incorporates psychological and sociological factors.
- The **Nicosia Model** focuses on the interaction between the firm’s communication and consumer behavior, emphasizing the feedback loop.
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