6. Consumer behaviour models

The study of consumer behaviour focuses on how individuals make decisions to spend their available resources. The field of consumer behaviour covers a lot of ground. 

The consumer behaviour models attempt to describe, explain and/ or predict consumer decisions and purchasing process before, during or after the sale of a product. Reviewing these models has not always been possible. There are explicit and implicit behavioural models. Explicit behavioural models attempt to gain insight into the decision making process and factors that might affect safety. Implicit behavioural models seek connections between stimulants and responses. Examples of these models are:

The Nicosia model (1976)

This model focuses on the relationship between the firm and its potential consumers. The firm communicates with consumers through its marketing messages for example advertising. And the consumers react to these messages by purchasing response. If you look at the model you will see that the firm tries to influence the consumer and the consumer influences the firm by his decision.

The Howard and Seth model

There are three levels of decision making in this model. The first level describes the problem solving. At this stage the consumer does not have any information, knowledge or preferences for any product.  During this situation, the consumer searches for information about all the different brands in the market before purchasing.  The second level is problem solving. This happens to consumers who do not have enough knowledge about the market about what they want to purchase. The consumer will search more information in order to arrive at a brand preference. The third level is regular response behaviour. At this level, the consumer knows the different brands very well. He can differentiate between the different characteristics of each product. He also decides to purchase a certain product.

      

                                     

  

5.3 The Engel-Blackwell-Miniard model

This model states that all actions of consumers result of internal and external variables. The external variables are social influences (e.g. culture, reference groups and family) and situational influences. Internal variables are individual characteristics (e.g. motives, values, lifestyle and personality). This model consists also of four stages:

1. Decision-process stages. This focuses on five basic decision-process stages: Problem recognition, search for alternatives, alternate evaluation purchase, and outcomes.

2. Information input. The consumer gets information from marketing and non-marketing sources.

3. Information processing.  It consists of the consumer’s exposure, attention, perception and acceptance.

4. Variables influencing the decision process. It consists of individual and environmental influences that affect all five stages of the decision process.