In This Article

  1. Introduction
  2. Decision-Making Process
  3. Influencing Factors
  4. Key Models
  5. Types of Buying Behavior
  6. Marketing Applications
  7. Conclusion

Introduction

Buyer behavior models attempt to explain how consumers make purchase decisions. Understanding these models helps marketers design effective strategies to influence buying decisions at each stage of the process.

The Consumer Decision-Making Process

Five-Stage Model

  1. Problem Recognition: Gap between actual and desired state
  2. Information Search: Internal (memory) and external (sources) search
  3. Evaluation of Alternatives: Compare options using criteria
  4. Purchase Decision: Choose brand, dealer, timing, quantity
  5. Post-Purchase Behavior: Satisfaction, loyalty, or dissonance
Key Insight: Consumers don't always go through all five stages. For routine purchases, they may skip directly from need recognition to purchase.

Factors Influencing Buyer Behavior

CategoryFactors
CulturalCulture, subculture, social class
SocialReference groups, family, roles, status
PersonalAge, occupation, lifestyle, personality, self-concept
PsychologicalMotivation, perception, learning, beliefs, attitudes

Key Buyer Behavior Models

Howard-Sheth Model

Focuses on repeat buying and brand choice:

  • Inputs: Stimulus (product, symbolic, social)
  • Perceptual constructs: Attention, bias, search
  • Learning constructs: Motives, brand comprehension, confidence
  • Outputs: Attention, comprehension, attitude, intention, purchase

Engel-Kollat-Blackwell (EKB) Model

Comprehensive model of consumer decision process:

  • Input: Marketing stimuli, environmental influences
  • Information processing: Exposure, attention, comprehension, retention
  • Decision process: Problem recognition through post-purchase
  • Variables: Individual differences, environmental influences

Nicosia Model

Focuses on communication between firm and consumer:

  • Field 1: Consumer's attitude formation
  • Field 2: Search and evaluation
  • Field 3: Purchase action
  • Field 4: Feedback to firm and consumer

Types of Buying Behavior

TypeInvolvementBrand DifferencesExample
ComplexHighSignificantCar, house
Dissonance-ReducingHighFewCarpet, furniture
HabitualLowFewSalt, milk
Variety-SeekingLowSignificantCookies, snacks

Marketing Applications

  • Problem recognition: Create awareness of needs through advertising
  • Information search: Ensure brand is in consideration set, provide information
  • Evaluation: Highlight differentiating attributes
  • Purchase: Make buying easy, train salespeople
  • Post-purchase: Follow-up, support, encourage loyalty

Conclusion

Key Takeaways

  • Five stages: Problem recognition → Search → Evaluation → Purchase → Post-purchase
  • Influenced by cultural, social, personal, psychological factors
  • Howard-Sheth: Focus on brand choice and learning
  • EKB Model: Comprehensive decision process
  • Four types: Complex, dissonance-reducing, habitual, variety-seeking
  • Marketing should target relevant stage in decision process
  • Post-purchase behavior affects loyalty and word-of-mouth