Model of Consumer BehaviorDef : opinion or individual perspective that presenting their behavior , how to their behavior :Model of Consumer BehaviorDef : opinion or individual perspective that presenting their behavior , how to their behavior Types of model 1. Traditional models of consumers : economic system divided into 2 types 1.1 microeconomic model : use hypothesis for analyzing the average consumer point to the consumer purchase , what buying , how much buying


Slide 2:Hypothesis 1. Unlimited consumer’ s needs or wants 2. Limited budget for allocating 3. Without others effective to satisfy 4. Prefect knowledge in product utilities 5. Marginal utility : law of diminishing 6. Evaluated only pricing in decision making 7. Reasonable 1.2 macroeconomic model : point to product & resource flows in system , what direction , how to changing ,allocating income


Slide 3:Factor 1. previous income experiences 2. accumulated liquid assets 3. taxes and creditable


Slide 4:3 Contemporary models Point to decision process (buying) divided into 2 types 3.1 Nicosia model : Changing act of purchase to consumer decision making process , same as flow chart hypothesis : consumer searching for a attend goal from customer and firms , consumer ‘s feeling unbiased attitude : relevant information > internal memory > external search > feedback > attitude


Slide 5:1. Contemporary models Point to decision process (buying) divided into 2 types 3.1 Nicosia model : Changing act of purchase to consumer decision making process , same as flow chart hypothesis : consumer searching for a attend goal from customer and firms , consumer ‘s feeling unbiased


attitude : relevant information > internal memory > external search > feedback > attitude :attitude : relevant information > internal memory > external search > feedback > attitude 3.2 Howard-Sheth model : Buying behavior 1. Extensive problem solving : few buyer info , no criteria , no decision 2. Limited problem solving : set up criteria , no decision , no ensured , adding info 3. Routinized response behavior : good criteria , good previous info & experience


Concept : learning – theory concept :Concept : learning – theory concept Component 1. Input variables significative stimuli : realistic product symbolic stimuli : prototype social stimuli : family , social class 2. Output variables attention comprehensionattitude intention purchase behavior


Slide 8:3. Hypothetical constructs (Black box) 3.1 perceptual construct sensitivity to information perception bias search for information 3.2 learning construct motive evoked set decision mediators predisposition inhibitors satisfaction 4. Exogenous variables : personality , culture , income , social class


Slide 9:Engel – Blackwell - Miniard model Decision making process 1. Motivation and need recognition : Compare the current state to desired end state 2. Search for information Sources of informatio memory personal sources independent sources marketing sources experiential sources


Slide 10:Information processing 1. exposure 2. Attention 3. Comprehension 4. Acceptance 5. retention 3. Alternative evaluation : belief > attitude > intention > buying 4. Purchase 5. Outcomes