This model recognizes:
1)importance of information in the
consumer decision-making process.
2)importance of consumer attitudes
All the source of information collection are filtered and matched with other behavioral aspects along with the search for alternative, substitute and other probable suitable product.
Andreason model
Field 2: Search and evaluation
The consumer will start to search for other firm’s brand and evaluate the firm’s brand in comparison with alternate brands. In this case the firm motivates the consumer to purchase its brands.
Figure 3.1
Field 3: The act of the purchase
The result of motivation will arise by convincing the consumer to purchase the firm products from a specific retailer.
Field 1: The consumer attitude based on the firms’ messages
-Divided into two subfields.
-The first subfield deal with the firm’s marketing environment and communication efforts that affect consumer attitudes, the completive environment and characteristics of target market.
-Subfield two specifies the consumer characteristics and how he perceives the promotional idea toward the product in this stage the consumer forms his attitude toward the firm’s product based on his interpretation of the message.
*Proposed in 1966.
*Nicosia model is the first models explain the
complex decision process that consumers
engage in during purchase of new products.
*Nicosia identified four basic fields:
• Field 1: The consumer attitude based on the
firms’ message
• Field 2: Search and evaluation
• Field 3: The act of purchase
• Field 4: Feedback
Characteristic of tourism
Field 4: Feedback
This model analyses the feedback of both the firm and the consumer after purchasing the product. The firm will benefit from its sales data as a feedback, and the consumer will use his experience with the product affects the individuals’ attitude and predisposition’s concerning future messages from the firm.
Francesco Nicosia's model
Figure 3.9
Figure 3.2
Howard-Sheth's model
This model suggests three levels of decision making:
1. Extensive problem solving – At this level, consumer does not have any knowledge about the brand and the consumer will seek information about all the different brands in the market before purchasing.
2. Limited problem solving – Consumers who have little knowledge about the market about what they want to purchase. In order to arrive at a brand preference some comparative brand information is sought.
3. Habitual response behaviour – Consumer know very well about the different brand and can differentiate between the different characteristics of each product and decides to purchase it.
Consumer decision-making framework from Gilbert
The consumer behavior model
• This model suggests that there are two
levels of factors which have an effect on
the consumer.
• The first level of influences are perception,
learning, personality/attitude, motivation
energizers which are close to the person
and include psychological influences such
as perception and learning.
• The second level of influences are
socioeconomic influences, cultural
influences, family influences and
references group influences which
includes those which have been developed
during the socialization process.
Figure 3.3
Figure 3.8
The model then borrows from learning concepts to explain brand choice behaviour over time as learning takes place and the consumer moves from exclusive to routinized problem solving behaviour. Here are the four major components get involved:
1. The input variables
- The input variables consist of informational cues about the attributes of a product or brand ( i.e. quality, price, distinctiveness, service and availability).
2. Perceptual and learning constructs
- Deals with the psychological variables involved when the consumer is contemplating a decision.
- Concerned with how the consumer receives and understand the information from the input stimuli and other parts of the model.
- Stimulus ambiguity happened when the consumer does not understand the message from the environment.
- Perceptual bias occurs if the consumer distorts the information received so that fits their established needs or experience.
3. Output Variables
- The five output variables in the right hand portion of the model are buyer's observable responses to stimulus inputs. The purchase is the actual, overt act of buying and is the sequential result of the attention, the brand comprehension, brand attitude and the buyer intention.
4. Exogenous Variables
- Includes some exogenous variables which are not defined but are taken as constant. These influence all or some of the constructs explained above and through them, the output. Some exogenous variables are importance of the purchase, time at the disposal of the buyer, personality traits, financial status etc.
Consumption process from Solomon
Figure 3.4
Stimulus-response model from Middleton and Clarke
A consumer is generally thought of as a person who identifies a need or desire, makes a purchase, and then disposes of the product during the stages in the consumption process in the figure (Solomon, 196)
*Model of comparison process explains some of the issues that are addressed during each stage of the consumption process.
Stimulus input separate into two that was marketing stimuli and other stimuli:
-marketing stimuli include product, price, promotion and place
-other stimuli is like economic, political, social and technological
Figure 3.5
Purchase outputs or Buyer responses
-product choice, brand choice, retail choice, dealer choice, purchase timing, purchase amount, purchase frequency
Communication channels
-enable the flow of various types of information between buyers and sellers
Buyer characteristics and decision process
-buyer characteristics is about psychological, personal, social and cultural
-buying decision process describes the process a customer goes through when buying a product