4.2 Consumer buying behaviour
- The study of how and why people purchase goods and services is termed consumer buying behaviour . The term covers the decision-making processes from those that precede the purchase of goods or services to the final experience of using the product or service. Models of consumer buying behaviour draw together the various influences on, and the process of, the buying decision. They attempt to understand the proverbial 'blackbox' of what happens within the consumer between his or her exposure to marketing stimuli and the actual decision to purchase.
- In the next reading, Kotler et al. (2004) briefly explain the 'black box' model; however Figure 4.1 shows the content and process involved much clearer.
Figure 4.1 Black box model of consumer buying behaviour
Source: Keegan et al. (1992, p. 193)
The essence of the model is that it suggests consumers will respond in particular ways to different stimuli after they have 'processed' those stimuli in their minds. In more detail, the model suggests that factors external to the consumer will act as a stimulus for behaviour, but that the consumer's personal characteristics and decision-making process will interact with the stimulus before a particular behavioural response is generated.
It is called the 'black box' model because we still know so little about how the human mind works. We cannot see what goes on in the mind and we don't really know much about what goes on in there, so it's like a black box. As far as consumer behaviour goes, we know enough to be able to identify major internal influences and the major steps in the decision-making process which consumers use, but we don't really know how consumers transform all these data, together with the stimuli, to generate particular responses.
Turn now to the following reading to begin looking at your text's introduction to buyer behaviour.
In your text
Kotler et al. (2004) Chapter 7, pp. 242-244, 'Consumer behaviour' and 'A model of consumer behaviour'.
Activity 4.1
Can you see any similarities between Figure 4.1. and Kotler et al.'s (2004) Figure 7.1 on page 244? Compare and contrast the two models taking note of anything that may be missing and then link them to Figure 6.2 on page 245 of Kotler et al. (2004).
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