MODELS OF CONSUMER BEHAVIOUR

We shall examine how a consumer actually arrives at the decision to purchase a specific product or brand out of the so many available in the market. Or, in other words, we shall study the process of consumer decision-making.

In the precious init we had discussed a simple model of consumer decision-making, comprising an input, process and an output. A consumer receives stimuli from the environment and the specifics of the marketing strategies of different products and services, and responds o these stimuli in terms of either buying or not buying the product. In between the stage of receiving the stimuli and responding to it, the consumer goes through the process of making his decision. For example, home décor products blinds are there in the market. Consumer behavior is directly affected by environment. Ruler areas people love to have curtains as window treatment while city consumer love to have vertical blinds or roman shades or faux wood blinds as their window treatment.

WHAT IS A DECISION?A decision is the selection of an alternative out of the several numbers of alternatives available. It is only when there are two or more alternatives available that there is the need to make a choice. There are many companies who are providing instant life insurance rates or life insurance quotes online. Consumer need to take decision from different options available online. We can take the example of Motels in California or California motels, there are many options and alterative available for California motels, consumer needs to take decision which they want to use or stay. In the field of consumer behavior, we are only concerned with situation in which the consumer has to take a purchase decision where there is a choice available.