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CONSUMER BEHAVIOUR

MODELING & RESEARCH


11.08.2010
NIILM-CMS
PGDBM 2009-11
MODELS AND THEORIES
A MODEL IS A SIMPLIFIED REPRESENTATION OF
REALITY.
VERBAL, MATHEMATICAL, DIAGRAMMATIC,
PHYSICAL
A THEORY IS AN INTERRELATED SET OF
CONCEPTS, DEFINITIONS, AND PROPOSITIONS
THAT PRESENTS A SYSTEMATIC VIEW OF SOME
PHENOMENON
DESCRIPTIVE, PREDICTIVE, EXPLANATORY
MODELS CAN ASSIST THEORY
DEVELOPMENT BY CLEARLY
DELINEATING THE RELEVANT VARIABLES
AND THEIR INFLUENCE ON EACH OTHER
TRADITIONAL MODELS OF CB

MICRO ECONOMIC MODEL

FOCUS ON CONSUMERS’ ACT OF PURCHASE


ONLY WHAT NOT HOW AND WHY
TRADITIONAL MODELS OF CB

MACRO ECONOMIC MODEL


FOCUS ON AGGREGATE FLOWS IN THE
ECONOMY- THE MONETARY VALUE OF GOODS
AND RESOURCES
RELATIVE INCOME HYPOTHESIS
PERMANENT INCOME HYPOTHESIS

N.HODA
BEHAVIOURAL ECONOMIC MODELS

ACTUAL CONSUMER ECONOMIC


PSYCHOLOGICAL
ECONOMIC SENTIMENT BEHAVIOUR
CONDITIONS
PROCESSES

GEORGE KATONA’S BEHAVIOURAL ECONOMICS


PERSPECTIVE

DEVELOPED AN INDEX OF CONSUMER SENTIMENT

N.HODA
CONTEMPORARY MODELS OF CB

NICOSIA MODEL
FIRM’S ATTITUDE
MESSAGE
ATTRIBUTES CONSUMERS’
EXPOSURE
ATTRIBUTES

SEARCH
EXPERIENCE
EVALUATION
FEEDBACK

MOTIVATION

CONSUMPTION DECISION
STORAGE

FRANCESCO NICOSIA
PURCHASING BEHAVIOUR
Howard-Sheth
Howard-Sheth Model
Model of
of Consumer
Consumer Behavior
Behavior

Inputs Perceptual Constructs Learning Constructs Outputs


Social, Symbolic and Direct Stimuli

Motives Attention
Overt Search
Confidence
Stimulus Brand
Brand Comprehension
Ambiguity Comprehension

Choice Criteria Attitude


Attention
Attitude
Attention
Intention
Perceptual Bias
Satisfaction Purchase
Howard-sheth model
INPUT VARIABLES
EXTENSIVE
OUTPUT VARIABLES
PROBLEM SOLVING
HYPOTHETICAL
LIMITED PROBLEM CONSTRUCTS
SOLVING •PERCEPTUAL
CONSTRUCTS (INFO
ROUTINISED PR)
RESPONSE •LEARNING
BEHAVIOUR CONSTRUCTS
(CONCEPT
FORMATION)
N.HODA
Howard-sheth model

The buyer confronts an input stimulus


Achives attention
Subjected to perceptual bias
Influence of predisposition
Affected by motives, decision mediators
and evoked set
Confrontations of intentions and N.HODA
inhibitors lead to ACTUAL PURCHASE
Bettman’s
Bettman’s Model
Model of
of Information
Information Processing
Processing

Motivation Perceptual
Processing Capacity

Encoding
Goal Hierarchy
Memory Search
Attention

External Search
Information
Acquisition and
Evaluation Scanner & Interrupt
Mechanism
Decision Processes
Interrupt
Consumption and Interpretation &
Learning Response
Engle-Kollatt-Blackwell
Engle-Kollatt-Blackwell CB
CB Model
Model

Highlights:
Focus is on the Decision Making Process

The Decision Process is Impacted by:


Inputs
How Information is Processed
Specific Decision Process Variables
External Influences
ENGEL BLACKWELL MODEL

MOTIVATION AND
NEED RECOGNITION
SEARCH FOR INFO
ALTERNATIVE
EVALUATION
PURCHASE
OUTCOMES
N.HODA
CONSUMER BEHAVIOUR RESEARCH

EXPLORATORY CONCLUSIVE
RESEARCH RESEARCH

FOCUS GROUP BUILT UPON


EXPLORATORY
CONSUMER RESEARCH
SUGGESTIONS

N.HODA
GATHERING DATA

OBSERVATION
EXPERIMENTS
SURVEYS
•PERSONAL INTERVIEWS
•MAIL SURVEYS

N.HODA
MEASURING CONSUMER CHARACTERISTICS

DEMOGRAPHIC MEASURES – VITAL STATS


CONSUMER ACTIVITY MEASURES – VARIOUS
ASPECTS OF ACTIVITIES – WHICH STORES?
COGNITIVE MEASURES – BEHAVIOUR

N.HODA
COGNITIVE MEASURES

MOTIVATION RESEARCH
WAT
TAT
SENTENCE COMPLETION
PROJECTIVE TESTS – WHAT ANOTHER
PERSON WOULD DO?
DEPTH INTERVIEWS
N.HODA
COGNITIVE MEASURES

ATTITUDE MEASUREMENT SCALES


LIKERT SCALES
SEMANTIC DIFFERENTIALS

N.HODA
COGNITIVE MEASURES

LIKERT SCALES

STRONGLY AGREE UNDECIDED DISAGREE STRONGLY


AGREE
DISAGREE

N.HODA
COGNITIVE MEASURES

SEMANTIC DIFFERENTIALS
HEALTHY _____ _____ _____
UNHEALTHY
EXPENSIVE _____ _____ _____
INEXPENSIVE
SOFT _____ _____ ______
HARD
FRESH _____ _____ ______
STALE
BRAND A B C

N.HODA