The basic model of consumer behavior is a conceptual framework that outlines the process through which individuals make decisions regarding the purchase and consumption of goods and services. While different models may have variations, a common framework involves several stages. One widely used model is the Stimulus-Organism-Response (S-O-R) model. Here’s a simplified version of the basic consumer behavior model:
1. Input Stage:
a. Marketing Stimuli:
- External influences from marketing efforts, such as advertising, promotions, product design, and pricing.
- Marketers aim to create stimuli that capture consumer attention and influence perceptions.
b. Environmental Influences:
- External factors beyond marketing, including cultural, social, economic, and technological influences.
- These factors shape the overall environment in which consumers make decisions.
2. Process Stage:
a. Consumer Perception:
- Consumers receive and interpret the marketing stimuli based on their perceptual filters, which include sensory experiences, attitudes, and beliefs.
- Perception involves how individuals organize and interpret the information received from the external environment.
b. Consumer Learning:
- Consumers acquire knowledge and skills related to products or services through experiences, exposure, and information processing.
- Learning influences future behavior and decision-making.
c. Motivation:
- Internal factors that drive individuals to satisfy their needs or desires.
- Motivation is a key determinant of consumer behavior and influences the direction and intensity of behavior.
d. Attitude Formation:
- Consumers develop attitudes (positive or negative evaluations) toward products, brands, or services based on their perceptions, beliefs, and experiences.
- Attitudes guide future behavior and decision-making.
e. Personality and Lifestyle:
- Individual characteristics, including personality traits and lifestyle factors, shape consumer preferences and choices.
- Marketers may tailor their strategies to align with specific personality traits or lifestyles.
3. Output Stage:
a. Purchase Decision:
- Consumers, after processing information and evaluating alternatives, make a decision to purchase or not to purchase a product or service.
- Purchase decisions are influenced by factors such as perceived value, brand loyalty, and external influences.
b. Post-Purchase Evaluation:
- After the purchase, consumers assess their satisfaction or dissatisfaction with the product or service.
- Post-purchase evaluation influences future behavior, brand loyalty, and word-of-mouth communication.
4. Feedback Loop:
a. Post-Purchase Feedback:
- Consumers’ experiences and feedback, whether positive or negative, can influence future marketing stimuli and strategies.
- Marketers may use feedback to refine products, services, or marketing campaigns.
Note:
- The model recognizes the dynamic nature of consumer behavior, acknowledging that external influences, perceptions, and experiences are constantly evolving.
- Cultural, social, and individual differences may lead to variations in how consumers move through these stages.
This basic model provides a framework for understanding the factors and processes that influence consumer decision-making. It helps marketers identify opportunities to create effective marketing strategies that align with consumer needs, preferences, and motivations.