Consumer buying behaviour

The field of consumer buying behaviour covers a lot of ground: it is the study of processes involved when individuals or groups select, purchase, use or dispose pf products, services, ideas or experiences to satisfy needs and desires.  Needs and desires to be satisfied range from hunger and thirst to love, status or even spiritual fulfilment.

1. Engel, Kollat and Blackwell model

This model is developed in 1968 by Engel, Kollat and Blackwell.The steps in decision process that occurs overtime are: 

• Motivation and need recognition 
• Information search

• Alternative evaluation 

• Purchase 

• Outcomes

 The variables are grouped into four categories. They are: 

• Stimulus inputs

•  Information   processing 

• Decision process 
• Variables influencing the decision process       

Two different mode of operation by consumers are:

 Extended problem solving: it is characterized by high level of involvementand high perceived risk so satisfaction with the brand gives commitment to use the brand. 

Limited problem solving: it is characterized by low level of involvementand low perceived risk so motivation to search for brand information is low andconsumers will engage in nonrigirous evaluation of alternatives.

2. Howard Sheth Model

This model depicts rational brand choice behaviour by buyer under conditions of incomplete information and limited abilities. 

The model attempts to depict rational brand choice behavior by buyers under conditions of incomplete information and limited abilities. It distinguishes three levels of decision making:

•  Extensive problem solving – early stages of decision making in which the buyer has little information about brands and has not yet developed, well defined and structured criteria by which to choose among products (choice criteria).

•   Limited problem solving – in this more advanced stage choice criteria are well defined but the buyer is still undecided about which set of brands will best serve him. Thus, the consumer still experiences uncertainty about which brand is best.

• Routinized responses behavior – buyers have well defined choice criteria and also have strong predispositions towards the brand. Little confusion exists in the consumer’s mind and he is ready to purchase a particular brand with little evaluation of alternatives

3.The Black Box Model

In the above model, marketing and other stimuli enter the customers “black box” and produce certain responses.

Marketing management must try to work out what goes on the in the mind of the customer – the “black box”. 

The Buyer’s characteristics influence how he or she perceives the stimuli; the decision-making process determines what buying behaviour is undertaken.

Characteristics that affect customer behaviour

The first stage of understanding buyer behaviour is to focus on the factors that determine he “buyer characteristics” in the “black box”.