Explain black box model of consumer behaviour, Marketing Research

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Q. Explain Black box model of consumer behaviour?

ENVIRONMENTAL

FACTORS

BUYER'S BLACK BOX

BUYER'S

RESPONSE

Marketing

Stimuli

Environmental

Stimuli

Buyer

Characteristics

Decision

Process

 

Product

Price

Place

Promotion

 

Economic

Technical

Political

Cultural

Attitudes

Motivation

Perceptions

Personality

Lifestyle

Problem

recognition

Information

search

Alternative

evaluation

Purchase

decision

Post-purchase

behavior

Product choice

Brand choice

Dealer choice

Purchase timing

Purchase

amount

The black box model demonstrates the interaction of stimuli, consumer characteristics and decision process and consumer responses. It can be distinguished among interpersonal stimuli (between people) or intrapersonal stimuli (within people). The black box model is connected to the black box theory of behaviourism where the focus isn't set on the processes inside a consumer however the relation between the stimuli and the response of the consumer.

The marketing stimuli are planned as well as processed by the companies where the environmental stimulus are given by social factors and based on the economical or political and cultural circumstances of a society. The buyer's black box consists of the buyer characteristics and the decision process which determines the buyer's response. The black box model considers the buyers reply as a result of a consciousness decision process in which it is supposed that the buyer has recognized the problem.

Nevertheless in reality many decisions are not made in awareness of a determined problem by the consumer.


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