MODELS OF BUYER BEHAVIOUR
A model is often viewed as a n abstract representation of a process or relationship,which allows us to make a sense of the world and also help us to predict the likely course of events. The buying process is portrayed as a highly complex one, in which a variety of personal and environmental factors influence the decisions the buyer makes. A simple starting point of understanding buyer’s behaviour is to take a basic model of consumer response.
The inputs to the decision process are the range of psychological, sociological, economic and situational factors. The outcome is the decision: whether or not to purchase; whether to purchase now or to defer; where to buy from etc. In between the input and output is the decision making process which determines how the buyer translates complex information into decisions and the process differs for each consumer.
The basic model of buyer behaviour, however does not explain how a decision is made. For this a number of models have been developed. If a model is to have value to the marketing managers , it should be capable of use as a predictive tool, given a set of conditions on which the model is based. Hence, a number of researchers have sought to develop models that explain how buying decisions are made in specific situations and from this to predict the likely consequences of changes to marketing strategy.
The different models that are going to be discussed are:
1. Howard model of Buyer Behaviour.
2. Howard-sheth Model of Consumer behavior
3. Engel, Kollat and Blackwell model of consumer decision making.
4. Webster and wind model of consumer behaviour.
5. Sheth model of industrial buyer behaviour.
Howard Mo ...