Consumer Behavior

CB Models

Which is this product & brand? What is the appeal used? What
kind of stimuli being exhibited? What are buyer characteristics
being targeted?

Models of Consumer
Kotlers
ModelBuyers Black Box
Behavior
Outside Stimuli
Mktg.
Environ.
Product
Economic
Price

Tech.

Place

Political

Promotion

Cultural

Buyer
Dec.
Chrts.

Buyer

Cultural

-Problem

Process

recognition
Social
-Info.
search
-Evaluation
Personal
-Decision
-Postpurchase
Psychological

behavior

Buyers
Purchase
Decision
Product choice
Brand choice
Dealer choice
Purchase
timing
Purchase
amount

Intelligent humor in advertising has helped keep the brand alive

in this non-interesting category. Some of its award winning TV
advertisements include showcasing an egg that wont crack
because the hen that laid it fed from a Fevicol container (1988),
to more Indian-specific ones like a creaky bus carrying an
unimaginable number of passengers glued together because of a
Fevicol
signage ad (2001).See both the ads below:
http://www.youtube.com/watch?v=lC5EhJl1wFE(Fevicol
Egg)
http://www.youtube.com/watch?v=jTav-vdht0E(Fevicol
bus)

Henry Assael Buying Decision

Models
High Involvement

Low Involvement

Significant
difference between
brands

Complex buying
behavior

Variety seeking
buying behavior

Few differences
between brands

Dissonance
reducing buying
behavior

Habitual buying
behavior

Nicosia Model

Hawkins, Best & Coneys Model of CB

External
Influences
Culture
Subculture
Demographics
Social status
Reference groups
Family
Marketing activities

s & Acq
e
ui
nc
e
si t
i
r
e
ion
xp

Problem Recognition

s
Information
Search

SELFCONCEPT
and
LIFESTYLE

Internal
Influences
Perception
Learning
Memory
Motives
Personality
Emotions
Attitudes

Situations

Needs
Desires

Alternative
Evaluation &
Selection
Outlet Selection
& Purchase

Ex
p

er
ien

si
i
ce
qu
c
s
& A

ns
o
ti

Post-purchase
Processes

Sheth Newman Gross Model

A Simple Model of Consumer

Decision Making

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

14

Chapter One Slide