The consumer behaviour or buyer behaviour is influenced by several factors or forces. They
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International Journal of Applied Research
There are five questions that support any understanding of
consumer behaviour.
i)
Who is the market and what is the extent of their
power with regard to the organisation?
ii)
What do they buy?
iii)
Why do they buy?
iv)
Who is involved in the buying?
v)
How do they buy?
vi)
When do they buy?
vii)
Where do they buy?
The answers of these questions provide the understanding of
the ways in which buyers are most likely to respond to
marketing stimuli. The stimulus-response model of buyer
behaviour is shown below.
According to this model, stimuli in the form of both the
external environment and the elements of the marketing mix
enter the buyer’s ‘black box’ and interact with the buyer’s
characteristics and decision processes to produce a series of
outputs in the form of purchase decisions.
The task faced by the marketing planner involves
understanding how the black box operates, for which two
principal components of the box must be considered; firstly
the factors that the individual brings to the buying situation
and secondly the decision processes that are used.
The consumer behaviour or buyer behaviour is influenced
by several factors or forces. They are:
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