Unit 2

Unit 2- Cmnhs buting behrrio.: tnlrcducrion. Chim.teinics, F.cto6

Behaior, ryp.s orDuljns Dc.ision B.hxvjour, con5;n1er Buyn,* .l.tcdnre Con nrer
Buver Bchrvior Nlo,lch
d;],;l ;;;.;;l;i,=-iil;"::l

INTRODUCTiON:
,]"t-tl -:..,,..,niquein rrm.er\r:rn.y, ,en.cJ..) ...
I rnorhe,iJ r..,5nr JE.Jrild,n
ur\erse rrom onr rh$ hx\e JiieEnr ..is ,i.,i
',,'1"'".u ,.r."y,1...,:;;,'.,',:::,i;lr;.,;';1,1''1,?l;,'",1i:":;.I1,.",!:1.'::;,1:
iN^c..o.plF ,nd xo". i.:. ""..ri,t ,t .r lte ntrtek.i.cr.,,res,r,"..
.l .,..i, .,,
om!idc. I,Ur,.,orel.es,..o,..cne.,Lett_rIe,n.i,,,,,"",r;i'";";,.;'..-i::_;;.;:;1.i.1."
" ",rl
,1"'i( t
'lr.\ 'o.\l.JJc oj, on+Lr.R _rtr,ei.. n"n,Dr;, De,i\,rrqr..enlr..o,.,ri,nr.,cccpr
Ilcrein, lieslheessenceotC;nsu.*t"tnui",, ;ri"ri".;
Plinmv $rbjar' lhnr cmsged N a:epmfe
Iieldolsrfdy in rhe r96os.
aO\SU^lER arttA\ IOR: \teinins & Drfinirion
I o r. B"rr.r ir ri. bc ue.r,cd N..he .r-
p.,,J , , ln,.. 1r,.^.D,,eo.tr18.,!o,unp.u.
r! . ! t.rani .n\:orm d
Tti",r.r!,ro,rstc,pt,.cba,.een,,,,eee.Ten..\,/.(,or-dee.-ncr, ,h.i""
- rr urir,Leshd o,., n^.,-.",r.,,y.o rt" p..rp,-t,.":-p.,;;;,- - " "'"'
r'r Ih i] .,.1'ch
5oId,,r,"ln3 nqli,in{. ri13. rJi-f,,ireotSoot.,..r .^i.....
, ne ror Lmcr
,o,.'merts5.0eio-,n..hc.(.Fon.-"doe..rr,,ar.i.p.,crr,:l:i.,;",-::i.I';,:;;;ir",,
'1utlp.bo.hp-..o1Jt.ortruF-s,.dbu.iF.t.Jn,:,,o,a-l/..o,,,t.on\Lme,s
u !r ^. tr p.Jrn\ rre po, - !r,t,ouEh \\it \ bLr-a n-\e tc!tr on\
be\en.oB1r.on..,, .',..Jb.r ,*,,.3"*"'
\ll n] o UIqdltra!1 ir\o,.\i.N,hehFrpl
-I1,:,:::l_i.s)
. .,rip.rineJ.dd.to.i,!offeobds,nd!er.i es

The!rc-?. irJ,n . o grojf\ tso rhmeh,o " ... plnn,.e . .,..:oou\,.e^.!c.. JeA or
e\peaencesros.
'llr 4ndi ttt,6lirheir mis Jesir\ rLt
t,!h,g rr\.,/nr?r,:,..e",eJlon t+ttd_ior., -ttt?.lttonti.n en,n.,at
nU? oo tuentto4b?hn\ior,dJttPehnor,,\th,,,h;,hhth_,b?i,B,:ohh,_ttt..,,i.,;
ns?ects ofthei |i*r,
Perer D. BenDelr, cd. Dicrionarl.f \l .Lc1-g lern. toor -Crr\,,r/6/r,ytot otpntottE
d.lions oad tte.ision ptuce;s.s 'LlN.
ol peopk hho pwch,^, eoa,ts ht \p i.c\ to; ,e6o ot

Sel..ted Consu,r.r trhlyior Rores

I Inii.ror rnJ riJ' rt ,\ho,[ ernine\ rh,ir _o,nc necd ii Nants nor being fulfilled & aulhorizes a
purLhsc ro (Lr i rhc 5iruiLLUn

,
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':il"::.t1: i.l n.e.,'.. b p' r ..l..^.,.i.^, rr .\'re,,r,.. p.,..,.

rqrrnng e c\J I rrrq rhc nlb,i5 jo,.
,I't!t':,:,.."' ,: .,:,.". .,1.r..uJor.trior,,,,.. r!
"-
I D(iLlei \oc',. \ ,.. t, -e 1i.. .!ti.tp. t.r., 1!.e.\i.tbc.to_en.
-. burcEJn..'l'.tl'.,1 ro' .rL.,,)n,te. rt pur!h...ei, rs1.Ivr,.
o u$rApqhIDr,i.e,r\ir\.t,1 1 o. r r.oLr.,Jnd Dm.r cl
' ( on\umcr. u cd ln.b it p, o..t., Latr3.,q-.,x. f.t.\nu;e.
" :i,1"1::..1:.t"*.\,u ?.urj.j ,,rpspr.1.. ,.otrpr) (a. ,

7 O's ofConsnDer B.tbrionr

-'r. whcionsrir|te 1nc mder?
2. $rhar does rhe mnrkcl bul?
3. w}ydocsthehdrkel6uli
J, whopftriciparcs jnrheDrxrkcr?
5. tlol does lhe nr.rketbur,?
6. \tten does rha nrark.ibuy?
7. Wlere does rhc ker buy?
'n
Bu.t't\c t\tol tr Ls
{blyrng".,:.c.'ter^..i.\ryrt..!.,oip,...,f.t,eEoilsMJ.i\eLrhednuil,.i,h"r
o ptrrns. r"p q od. so., o i.e cre ro r1oL.tr. .rr. 1 et nq, .mo.,u.,.,,,J
t.i.- 1ir-n mrtc h.
bursro'-,..i''he.umorrd..iiorvdnJrio.e,pt,,i,.r.'r.,,.i",,"r,t.,,,",.,r,,".,,.
m19 b bu\ rhegoiJ. Tt.cy D,. hcro,.drc ro -.e,.,t no,.,.,.tr
, c.m"-L *r,r
er.rp-e ir {rr I a-0, , .,e...e nqiv. re ro pJchde tr-.oo,cn,torlc, r"
*.* , re..i.^. ne.trc morn.rer.o lur\h.rc +- ransnr ..tr rle_\ol roccr r ..rier
L:T:i:';l
Armr'ling roPrct DJ Dun.xn."AL)i,.T 1.c\..rI,u.(i-nu,r,!. !oNJer.or
ne rmPU .e ro b .) I ,ui -.t ,rioi.ort"" n..roi -ir,,hc_url,.
*hr-n Nide
Fo o"on.or cnn.,
The tourlmpoflJf.esor brJins mo i\er.re!s tolt!\s
L Emorionrl l\tori\.\
2. hesligeNrotives
3. Radonal Motives
,1. Pdtrcn.ge Motive
r\o,iohol.lto.i.c\
Ehoaonsl noriae inctudes:

P ople .p" , n he ir .r. 1. , o, t.c\. bJ. L depo.i,

'd L,Aj.k o, Lc, . ,nej rine
rrr,,e!r,o de"rl bcd r-,th po\t,r). o*o.prop.r\.(.r.,.,s.,..1 ,",:.".i", .,..,*
peopF obu) gooJs-nJ .n'!.s.\hi.tin.urrtp. "r
. Lovcand rfr€dion:
fie living being o humdr b.ins the] Jove olhcr oembeB otrhc hmity and soci.ryand atso rmnr ro
bc
'o.ed by, r' er.'l t er bu),l t. r.h,ngs u! 1,. oo -. J," . t . .,; . o.,. ",.,.td*..
Elorives. neiqhbo6 er.
"", "ni o t
 . C,riostJl
Dropk,tr- I, rM, h'
rioL .' e\ Lr e.o c-e.,-o
ncsty rnko\ltr.ed qoods orse^ ces.
J1d c\peri. j re N., rhinss Thcr, . r rcred ronxnh

People llny aoods o s€frica due ro nerv fshion avaitabte in rhe ftarke1.
o1"m.r',.,0." iTs r lt"Rn nrt e .p .,o. I \o.r rt eor,o ir_,,,,Ie, r..,.1.,
lhey br) ctorhcs. tuhirt t
on
PEnige MoL,e cb te J \ itleJ into
to o\ini sDes:
. V.hiryl
rv' olpl. etu.dri i.p.e.i-e.pl te o, \ ,n1v. plop
F i.!h e bu\
po\Friulel!. \ .,e,i.r'"r...nbckoE.rede,il
,.
"oo ,to
rLen!.s.,.tr\,! t.. I
rirsg. i.:b;';.,.,,.,
P_ J-,. ,.1
'J6pot.m,.,re,ssnihrmr.cr.rJpDmole5r,er,!o:.,.-...,re.
.r. b.reJ-oci-! \JlTJn tr\lir." hith. t..s. Tidddth !dto,\.hj. , . o..ru i,
"
o'Fron.orb4insC..ds. (..t,.d t-nuJ-rion norne tr,. in,pojr_nr
5ryo plr'r., eb.li1..o. buJh: rur\(.,\..o.Ji,dri
;',:r1!r I or..^icc"rh_nhi .,.o"n.,," "
1l:orlTuri!es.J,b-oi\,Jeo,. o to o .ns
. Profihbitib moriv.: ID6
P?ople,r,rsrob'ygooJ.o. rpnF :t,ney.,FJ\Jitrbte.j,o"c,pr.ce.Du^.o
nj., t.e)\ .i.,,fren.
r.opnnd.\rcrriertinJsooJ,.,,j,c.pe,r_rc,h$Da,\pRi,,.r.r.rt,.,ri.",i.".,",""iI
r.rre,l proritrbilir) burinq rnorne.

r " h praon .rns to. jheir ph,.i, Jt 1nJ re,, I h.Jtth

. er! pei'r bn\ "'Jr' p' :t'- P'l l'\
' "''5. p't o' tr\. s qrer, m-d*i,.., -.t.,'.,,r
- " t".'
' c Pe prc o soodi con- dernlh;:,;;:i.; "h,.",y
" ' ""'
| " hoP' 'nr x '
'o.rina 'ar' di'
'y
'l
hey buy \l ,fercni goodc ind se^ res l.rpeRjnal
se.u rr s\ellspropedy se.uru _u rhey
, ,nsudnle pohc, lnJ \e(uriry of $c otrrlhrsc
'e tire-Alt these moLnes Lr purcha.,ng
Eoo,rs n d rre ;nns
.
Utitity:
, otr me^ bL) Frcs rq good
. ,n.t p^ter ro
hop' -r,rs o b.) .omp" a.iva7 *r .,^o.y sclu,itiryznd..ri..Jcriol .o.n,rln. , k\ \i\d nj 1
s*.t' i". ,r,,i u.;;;;
{nJ or eood" rhi,h cm. i-i .he reed or lh.:, ;r ,";;.; .;:, ; ;i;:;";t;
md J ei jh,ty. o$n r

tarron3Eemor !e5conbedi!i,[\] ihro

. Brrn.tforrttv: tolo\in!tv06:
I'!) tu.bher- ymjy..n1inbmn,reppredtyrhiri"c hJbr.rJ.o)
nd., c, l,rd rt-emn Ln qi. rI\ ri.r.dI15rh;sooJso, t.Jo,1,c..,.,Tc-. tt,
e^rs
l'ny.u.,bme.bNro,tr Jn. I,op ..r J ,orc ,ime. ,h\ . .
mbreb"pLe or..rFile ouati) sooJ.. qu,lln..s... dtr",l .to." tuJ.,..l u,..rorer-
'dcvdop oyilry incunome6 ro rc rerait{ore "p,..,t..; ",
.{;; ,i .:];,,",::
orherholirB otbryer are:
 \
\

lltlra btrydr buys rhe sooJs and

seryics nom lhc maen nore riorn rhen .esidcNe.r trom rhe pta.c
lrhich is n,betnrrhe0r lhenlhrr js call.d locxrjon;rotnc.

f'l-l,u)eFbu).ooJ Ji,u e.icc be r. rtTe.rcd Dt .r t,:,trlrr.rrt.,eJo,.,,r.n,.,,!. .,

e\.1p. c ,.'r.eeI'n.ehr( .,-s, n F.e.,rvoo,t,.i,\e-.
Se)v.e lloti\c
lI r\e b.'1fl. Aoo.r .r b!.ng .r'e.kJ by r\e - n. e. pm\ ,teJ t/ n- .r" . . , I . .1tiJ
-rel.\q\.!r\ice., e^ r!
'lorrtc.Ho t.{j.,. (c h-.r.., .i.",..,i.;
"r
cQlQ!rNt[R p:ECtStoN-ntAxtNo pRocESs
L, , t hooii ,! ., , oplu, otrtere,.n..,r) . .iJb " Ln rnr.,tne. rl,e do-e..
:i"i::ff ,,:'Tll-i r' or e'rren a'Nq: r \ 1 - ecc.'n o' m r. r,'i
",,.:'.-,.\'n 1)
M rle. .i.jor m (inJ q.lc'.n"J J r\c.etrrrcnof., ,,tknx..e lo o \e .. p, bFn. rne rine.,o
cJlbn qli'en'o n Inp p,. rFe !i.o. e r,orie. Jc,o b{ltrssnu-rion, w. m^
r!
de:n€ '. " [ir.J- pmt'em .,t'i,g. p,-".*, ",,,i,,,, i,.t-e e Jn er. ieJ ro a,t,.
e\eh ol. o
' '.erJnision,,1[ii,:l p(,
/\ T\?.s'\"t,obtcn,tvi.pL
(ii) l' r:Fd pohldn.oh'nerr is)
(iii) Rouliiiad ptubGm sotvnrs Gps) ornuriniad response bchrvior. Thcse ire exptained.s

slrse. inr on"trmer D.(nion prorc\s

Undfl,,'u.dirg,or.'n-'Jclr',.nn3{rgr..\o.Foprc.e lirr. t.r.i,trtrqpobt.1ot.on.cr,
1,.ifc Je.i:on,n,Je b) .on.- fl.. \".ord. .
tro.€ly \u!, lor ,bo,,l , JL 1g r. dc.i..on., ,.n Lrq d ...'o,",r..,-,.,t,o "no".,,"
'mc,. !o ,1-(irE Cplmt)
rF '3e...Pubi.mJnecJ.eo;niio,.ntomx.,n.cdrr,Fn...n-e!rt..,_."i,.^--ir,ap,:.r- il\o,ue.
p tr.1,, /e!.,llr .n.
1. ?roblen Recognilion
l'.^h.r,1..:io,'.'lir,t',.c.rDFin.\hr b Dq b. ornc- ,s. . ,,n .,n . \:eJ neeo or.,
",
pobt-,,.P!bt-Tn.,{nilD, is,!r,..jt r.cs,1,orunq,..riorn.,Li,tp.o._;o..xr-^ilo,
rt. lhq. no hlibrmk .e" + tor i,tomdion. R" r, i. rr.- , oa ,o
, o ra.c {Lt.Dte
prcDcm! \r o tr dtrrdr I re-ot.- by con uTirg pn,t,.r "t.ii".ommo-,
.u.hr,. rh" tre,l b kpltih ilcrf otevcryJ,/ consr npr,on. t.o,
t,.e p,ookn.
r+.o, ,,.", ..fo.n. or.
ormrr\d.o.r19oil 1,.,!tctr efinirionufrteprcb'em.su.hp.;bh,c.e "-",p,. ,icrh,1osni/e1.
Je-.crard' otvJ \,1n,rt.re( npteotJmu,i|epobt"n,-:.rr.nr"torrnroirrarit rho
no le rJrlctuetrr1otr,j.,i,,o\inJi..,ng\-ryto\tletotr.u-...,oco".,orhcf.rp..,ot
pmfori.,ll.!Jy.,n,t9.rte.1n(fi.tcJsirhp(,o.Lnph,rJoob,,,...r;,\henhrermn.
h. . tnxe ,d m .o re o h, rn.,io. .pptim.. b,-.,[. oo\n Re.oe,i on otJ p,oot. n ..,+ . rhe r+o
rJLe rir t u ger.,- .Tcr cvo \e to\ I 01.. rme

2. Inlonnilion Seirch
Anrrprob'.mmr-drc,,.iion..01.u cqe,eJ .dltr .. intoh_r or,o
-cr., uje.ppr0rJe ou:- tnnmJrion +r!1 ).,tc1-p..o.x.t
5Lne., in he,hn
^r.a,o
envircnmenr for suirable inrom.rion ro make a sadsrying puEhas" d".r,i",. p."'r,r.. ."-"l,e,i;; ; ;"
 ongoing pro..ss aor cotr$ qs
Nd nneDal rnd .:remat sc.rches ro sotve rhse"probtcnrs
and rhcy

:."-.1,1::1:,,:l:'-1,".oinons]., !.,.r,.. .i .. 1...,1,. e1,11ri ,".r.p, ,

-r,,,.,
:.:,1 -*1,: , o,trk re.@nnc ,pr.bre,,..,:r. ,..fi,
ret.u,l/ oi1r,i, (, J, I o,oo,..1. ..n.,-.t,n t"",.,"i" i,.",;.-.,;
.",,.:.. r,i "..,
)
.. rr..!..r f.,,o.. I r , ,c, . ) n,.jr_. p,o I . c .
l:.:,ll::-::
\orurol tr' . .'-"1,..,.",-,:1 "-0 rdno,,nhe.
ol . v . .obl.,n!. r"n,. . , r!o\
'1 - ,, i, ,ia,,-."._
Sonrce ol errerDrt intorm,tion inctudo:
o RclJrives, rrienJs,heiehbou^.r.dCh uonos
ohofe, tril io,,tom hrdo:.. I, pt,r..1,.i.... -.,,...
'lton
Poles\'.ner .onrJcrs, d lhe tmemer
.urr t., L,vot
o D:E.r e'per"-. e rl'^ugf r.iJt. : rpe iol,,J obs 1.rion
o MtrtpF. i.:rhid erl-dt ir.ri.d -ir.e ri.- er .. ip-\.,rnd.,e.pp;,e
Be,:Jes'e."ll.nS{llprr'p,bo.rh".,i'h,,,.^ Lt.ere,r orLr.oN.
milpur. o,je.ri\_cr
'nfomrio.,ollc!rrni.r,dct" 1:ne Dp,.pri..cq,i,, ve{jk,,,..nee(a,ei,.trer5e r.nJ..,Js.,nl
,pelrfi'.riotr rt rherm Lm L"e in .,.,i ,,ri.e ., i.r..,,1b,.,-.
r
rerrure! or tributcsrre (qrjrcd.6 meerhc,hn n.ar\ r.r
rr..*.,,. , ,,,tii r,"r,,l,i
ttu"'n' ofproducls such $ cohpuler'
car, cell phone and orhen, th.se .nl"i.
n,o, rn.u a,n, '""1
o"*""i ",",, ;;;.i';,;.; :,; ;,r,,,,:,," il,,ji:lJ:;l; ;:: l: l;;:,J.,.:
e\"-uJrr o o€ b'..nd ,.i,re . . c. ..?ib r". ,.
",.,-,,.1"
c.o, , _J
"i,, , r,.."i-a
;:i,u.,,"
nce.r'g"ohc,^.{nmir3".petrc.ri..,c _r.onn.rj.9,rnab,.o.r ",.
. t...,tai.. i; ii-
nrtrr.mebr mr.n.q 1.J.Jrljn.o, rbrn.,,r1ibu.p., ,)
. rn,,ntom. D'.JIeflir)idJ,.n..r c,i,\.r. Ib, "" ;k .dto .,, ,pi,r.".
rp.o.t,,,-..
. \. FoocJ,trc..,ct .J,c.,-trun.t .on_ \(,,..
-4
^.\'no'r'e.so'\o1\idq,rion,q
c\JleJ.er irpor 1.JnJtre I cr
'-
. . '\vLed.pri\,.1jpo.cdo , nir,, ,1..r..o,. trp,.. t!\i.r.aro. oocr,r. 01 ,_1o, ,
p n., tr.. prooieh or ,-"J
. hm . i.,'ude..rc e rosr . r. elor L nt r fnr.,tr!.nnh)
. rn.11 ",is.orpo.e,t,r-em.ri,e.1 ,,h",,.,,." ^t.oTiLI ,io,
and \vould hcat rvirh indiffernce "".,.oiU..o, r I t ,..riJe, bui , !
3, Ahern!rives,Evrtunlion
Consume6' claluarive $ileria rerer ro various dnne.sions;
i!!tures, cnaracErntics lnd bencfits $rr.
.:1:1T:j:..:.-.i..,,,",-ra,prcDrn-ro,e\.rrre.-,,,sunlrsc\.r,n.e,(..a.o,
1r.,p.op
::.lll:, "1":t1'* p,"" m.red. m., 1., .ffa. ,1,r1.rcni,'-
rtrruuru.,,rxnJ.\_mnLy.e.! Iow,e.. n .,,t,e,.o. ,-.rr" o.",,r.,ir..
"1riR5 ,life enr Lm I'rc ..tre prcoL. Ar) p.o.t,.r ? ,. ," .-,;,^;;,:; , r.,;,"*".
""';;;;:,_,
rvn.c\ wourd,'.e rr. I r.or r: tr n,r,, h,, i\
roor\ob.c om.,t .ior.
I t hi. p.,,, rt trloi un"
be rre - o.r.1fodsnr e\J I ....F,ior. r, rd;..nr- .nrcn.1
l,:.:::"1 :lllt*ulo*1?n
Decxu.p..trde\,,lcredbe."fir.o.r{icrhN.o\r.c.w..",,.,.p"n.,.,,,_.,1,-.i.
." nrss upon .nd convimc .onsumer iho,, *. r..*rt rr," p,,i.,r"i.ii.r*;;;;;;l;;.i;.;
rrrrreuny.
rhzn men'ronr' e rhc "
Io s" L.t dir-rr -, .hehJrnes i, rhecro(.J .eL rr. .o. ,..,!
'fu5red+ror(r.re"r.,,J,torto-rt.,.,rnoro" _,.."n.,-"6,.c-:k,.,ah,,i"-h,.,t t-..

l
(h:ti invol\s rhc se orsoPml anirures, impEssions, b€tiets, i,n.irio.,
o-'r Irqrisri.s a"; aonn ormU
I l:^, "( ..or .r'b' e-DJ"o.Fo:.erTrr"ttr,- .h" t,no\t.dJc o pe.,,ic ro,r...,
.m.or,'bo.rbr,'n
oo.i'e.r6i
'ob/!or,p. Lrd.t b,1d.,lf ,.neor te..i. r.,b,.... r,1.,0.,
b.red choi.epocess hctrmbeEome and rime consurning.

L SloreS.le(tion in'l Purchrse Dccnion Nt!(ing I

. , ,r c.ei\oRerd.'molc.io'i',-1, .crolgoingro. .Jito'r.r.lttr.c,t.ccoI cr oo(.Jn-nl
.nd quictly picksoutsooethifs neened. tl con$mes like to vievl|ehselves as nrrcltigenl
shoppcr
$d mike decisions rcg,rdins rhe relail ourler choice j.
\vhich rhey $iI shoD. OoEnlr',. conn;;nr
dx dc.,bod' r n,le ot hc.oroplter ttr r rlcF.. oo--,1e hJtcr b bu) fi , . rc!,,en y, ir h_ppe..
;
thlt coDsmcn choosc rhe Ehil outtcr fini Md rhis inuue..es rhenchoice orrrrc b;nd. iorex;;ptc.
rvh consmer shop lor clo$es, fiey eeDemlty deeido ahout a Er.il ourkl firt, orso loamakcr;m
ryh..e $vcralsu.h storcs exisr Similaily, rhey onen make a bmnddeckion in lhe rc;il sloft shen rhev
'lop lor.,opri.''c<
5. ?osr-?urchNeacrion
.m uds, h.drdb'. m r-p' .n.\e\\.trrion .ror,o.1., trhol .or.une s.t ,o - ,pJ,.,cir
t,r.ndo.rl'ilouretbeJuc'heJp;'^e'!"'$aDekro\fl.I.to.".h,nort,er.tra.\p,,nrt .rc.e
e.JM{d \hL ,1,:B.hFpr.l Fcd..'on theyerpe.rJteretotp,tormonlct.orrrtr.-ta."Ll
icnlh'l.mi,selionq..relo\,o,t,{.hish.c1p..r'ionsrndF"...en.dpertomxr",r. 10..
hd.Iedcnild(onrmrr+"droperc.ir.p4tomdnceint,e\ihrhcjr.\pe,r;:,r,.ARcrri.g,
, oJu'r, e^i!e.o. 'eJilo.i'ler ,heconsuner\ttpe.leive.omek.ctotieriom,tr.c.t-.r,or:tN
i..ner...ro'ehinrte..lpccleJt,\pr.noritr"otyicto\t.\p-crilio,..o.T\,.h(cjpc4th\rt,,
.."ar.. lhr...i.k.r-1r.r-,pu,.,.,.e,sDj:. b_ ot rtc,.,.ri1tr".iomf.et,,ct
_ plLbm. rd p!rce.. d pe'ro. n. - p retr:\c ro 'nc,ior
s
";.0e.,ario, co1 Lrlers ,.
po.. ol e\Jrrire.l'e.hinE rhxr rh.v bu\ r'tor1c.e "" "..
",:"e"."le.rJiy
- ,r-g,.1J:;.o
frcJuth

IAr toRS I\t Lt I.tCtNU DEatStot \'IAIONG pROr Lss

-.on -r "r b.hrvou, rck' . ., l5e ;a,rit rJ-;;; ;; - .,nJ ,re oD in. ore bph :o, ! o,
.or-1me.Ju-,8*r'.|-ir8. p.,nt,J.:nd. _.o oo.r.ur Lrpr on or rprc.tr..or.cnic...s r\ K. Br,,
rnd S. H. H. Kaai.
Buyqbehivioshas hlo specrs: rhe fin.l purhe icririry visible ro aDy obsenei.nd rhe detaited or
shon dsjsion_prccG rhut mry involve the iDlerplay ota nunbd orcomptex vari.btes nol visibte ro
rJont.4rtu'lpu^tJ."i.ij,tole-.ri\.rr.b rtLp'o"^i.irnid.eo.erej,t .kos prior ro r p tr hk
rn onenpogrs. bevo' lon urpnor In t.t.. pu(t-.be1a\iorr L rF.-nd r-,ut, ofa tols prole .
orconsumerLle.ision,makins. infl uenced by nany vei$tes.

T\e lerq'bujcr ,dbor\ o pc,.!.rttonsune,s sr,l or!.,ni.. io, t.0,.tr*r

J' d Ferro rsJinercnr. ds or co rn ir d enhln,. fte persor atcol.,m I b, rs p od r. s or.cn 1e.
'
'o pp'ondlorlou,-hoid.oh. ' ro' fi;Jtue..r!1a,.,,f .oo,hprte. c- nr 1,s:Rs,cl..
'nplor
SOCIAL FACTONS
socialftctoN *ler lo lorcs thar orher peopte exen and lhich atfect consuncs purchase b€haviour
These indude.nlrure and subcultu.e rotes ind fanily, social clN, rnd reference gous.
 :.11',ll:lll,l,:"*: "y*T"'*roush rhe nornrs ind v.itr$ esr,brishud Lry.rhe socj.lv j

.utoD[tic and almosl irvisibte!]d irs initneiceon behcviouis

q,,1'cJ.
usia[]t.ken };r
crln E.nol orly inrr cm6 co.5um9 behivjour bur rlso rcllecrs it. rr
is a mirror or Lr.$
p...e.o.\ili..'orb r.,,u.,\,.!. , \ ,,.e
the uhEs aal

",,f -.,,.-\::.".r;l .;;

1...e...e .rliket. roti,r"..tlu . t-s.blr11 (lrinJdo t,n,.,:.,,t,.;..-.
Ae,ris.,'-.r" {G gnh e.,,i..ui.f.,ie...1.rr,....-reit pn!t,!c..ut,r,. |",'.,, "r:
repol.bleta.trcirils rro.oJ rEp, t,(r ,J cri.c ...tt, ,,",.i.;l;;,i
lo', ,..'d cni..s rnFDer',ele,ir.ho"oe.,,,,t.i, ! I o . , , . . , .. . :. " .:_"i.;,
.
o ..
. J
"' I
,
, ;
";
CullLro inluences rvhar p;pte lve.i rvh.r and ho,v rlE e
r. shen rhey | !c. eL( Ii trxs tr hn,l
inllL,.n.e on lneir bnyins x.d usaee behavjolr ol
n'o\i iiLl se^tres. inJ rhc errcnr or LIrtr
srlisla.lion rvilh lhe'n 'LL
.i 1 e ni inlrl-,e, ru ,o,,c e\Ln.to.v,Ji.r,". o, ,t,,c flod.r1 ,nJ,,,e r,rq, ..nl I
,1fl. nir.LJe\et,p,ea.p,ir:.0,,, o.on. , i.,,,",i,.",pi,,a,.,..r.,,. ,;..;.r;:;'.i,,,,
,r'1.,1 .c^re I'pt..n,l 1 . ,
".i.,ri. nro,r..-.* in.t,ppne, b.,bene.
domindr tultur currw h lieNtd as.onsisd;s of basic prlrems
::*::1T:".^T'::I'illj
behaviou rhat e\isl rvirbhirr"n
a sociery or tr.lionrt leret. wih,n
or
rhis broJd !!rrr. one otr esrly
ilhin rhi
disdnguish rerarivery nm noDgenc s md r"r,ry r",g"
o"r;"i". *r,,-"",
s,;i1;.ii,ir.ri,;ft':#[Ji,:,iiill
1,lll::"::'^ll::-lll-"-".1i:lti.,;"i"a
th.lmqercultuEl'nri treim ""-.ro".,jl;,r'i;ii;;;,.;i:.:;;:;i:;":i;

j:il:l1rll-."r,.'
'o one,.D,.
.D, dnd.\J,i0,.,,adrc1'. p-!eprur.drd.u.,i,j\cp.o(..
".
ot o" enLi onTenr.. tn 1 e..nre.r of !o".rne. ht .!io.
)(h Ji,nJn nd
i:ll:!,:,r,, rc.r-do,"Jipo.irion.or,." .;.;, i,;;,.J;.;:;i""";
"J) ih.. p.cr'o.g\e. obl...'
.o,m l$r 'dru r torqd n.,r .hr,C,,hJt o,rnds .omD.,nh
er. 41.,.,J"s (e, F\rd,. qLir. p.,.,,.", *"r,., - l
puuru.orrorrp.ljesirdm. " rpetircc " "Ui.. "L -,
be tivolrbte o. u1ta.o ,blc
Resedch supporrs rhe assuhlrion rhat a(nrnes stnngty
ndb;"jotr, n.tii,{n"_
ar.te4 consumer behaviour.

i, _,,.-j''::",_,-,_
Pmdalilyrfersto u^cu rhat
a dynmic .ucepl ELi,swno-srneso.vr.,rJre\e,opn41ot,,ni1
describs lhe gm\rh atut development of.n individuat,s
..ididt..
:*:l"Il:l:,.c'f.,I kl . '.r .h roo,. -. .qne .,!oE rh-, is
er:*, r,, ,r. . ,- :r.
^cd_eq_F "i

. r lm\ ) rliinjin: he-1.r rr? or p,ror,.,tin to\o. ,.e.or.ep.ol

v-) rc.' Jrd n " 1i',ti t, pc, or..r r, .1., {eri.r,., hetp ts dc, r.be .,,J
 ,lr.c,.hNl\rnlo.\."..\t j- lo,ire. ee ,oD,.n
Jn:'li\J"-l : nbde pof r,hi ,,c..ct,....j^,.ri. ,J .h"c.r.t., .-oerr hnncs I ir.,i
. .. ,.i,""" , i , -.,1;.,,i,,'.i
., J- e I l-) I I'o' 1tlordrion. tr ., r...onpo ir ,o,. tolr.o,.. ., ,. t. ,,
n \rro.ino'.e\.b"tn:...r1des.t.b...r. o\ei our.ooL \trl.F...or,ite..o, , ; ,-, ;..;
,,
oip.- o -r -rv ".,rrcre ele\a I r r. en olpor tr.1 in.t,Je I .. t-.oq -0. 1.e.,, p., u,,-.,i"
rh!orv.li) Sor dr .utIntrheon. Jnd l]) rrait rhetrn
- ., ",, .;1.

?ERSONAL EACTORS
]:, :;l I",,.', irduLre rro.e aDc-r r5-r re,,1.i.erorpe^on1-o.irupncepu..,r.rc,.rr.,,jor.,
r le r r r trre dc'ho8rrp\ c l(to^. t tLl)te,, d
i.,.liorrt rJlro

Demos:xphr tudos.n!h. h
qrs. Lr',rr) rc. e\. thse clJn:du.trLron.er.,ee,Jc-J"r,c-Lcrio,.oc,pJ.ioi,,rrorr,,.r:r,.
ue, r\ s ane!. rh. puah}..rd,on., rpr,o. b.h,,,o,,, t ;u,..
Gmnsnpnrc,01 rder.run,r.v.i,enrise,obroJd$.,.ot'oo(ns,tr\ers,.u.r..s!tr.J.,,,.er.
reel0ge nlrrel. \ourh atrrer. s 1..1:or ..rilen n-. .et.5iT:tJrty
mr\e c sJt o toor ,.._,. kcrs n.m
1r nrme jpt: lo*-ir omc "oup .,i'Lle-incom Cmtrp. trghirroae goup,,.,t ,t.,..t i._,,,"
houschord.. h BcneDt. irome rfic 6 p tr.I,F!. be.., e it e;=.
\o., trd. h o"opr".,_.. .o,.t ,
.b, -d

Buycr behaviou.lso vories among kbrn and nral connme.s in .onjuDcrion

rvith orher characrer islics
rrch as educalion lnd incomc.Ith bcr*eLr rhr co' nrm4s \
h coDfr on dcmographic chra.rerisrics
belave ir'rlllivety snnitir mmner rnJ knLl r. hJle si nh,irJ in rn,iny 6pecrs,
such is proJucadnd

lrfer)h' r indLrddho.vp, t:ti\e,nJ,,t, .r..n..,v. on.lcb. i ot Le,.r.r.,:t,-s.

rnrpFr,. .,nd .nrnron" Lita.trled'mel.o1,prc\,Je1oro.d \ ie\ ot ND.e 1borr ho\ rtr\ nen,l
r j rin r. rhc impondi.. ot r5:nss ir .,,no tr d n+ .,n.r n. r U.t;r.
'hcl on o,o.,t i. ,,", ,-,o"l,i.J
p-L en b r o.r'llucn.ed b) demor.,p, . rJao,s tr,r pe. ,or1t ]
SITUATION,\L FACTORS
s:ndon linnwres"rcrr po J,7 condiion. o,
I'F.'nlplr.e. Bsed ol Bu*e[ wBe]tl rd5".r'ng.,h.tGcr:nrlcr\ton,"nr
si..rJrionJt ,f,fn.c rr"r b"t r,n p ihtd
p..i,.!
D..n1 jlsrlo ,' i1.e 1n'l pi r .h.,1 do , or io of koa J tro\tedse or
stimulus (choice alten,rive) alrributcs .nd rhal have a dem.ns.6r"
t.r o .t (i, .r , i .l ..i. ,,..rr n, o
,y,t"."li" .i.-r
"nA "tt*r ".
The co.sumplion snution cm become the basis for dcveloping ad posirionins
new p.oduds for
specific con$her segnenrs. purchse o(6ions crn arso be r;r"r"a,o.in".
.3e,!u)"grmtrrrp.r'tr.,E,,,1,:\ej.J). D,,!sf.(M.,ms N,o.\.,r";.iri"* .i"r, * r,inr,,
"-r
Vrlentinr's Dry anJ olhrE
D,.
. BFFERtNc[ CRoUps q
..irr $hotr. nhi(r:r
rd0r'r es heEctlrhtmsetr inLl TI:*::!l,:.r-*l"..16roor
n- e\Fa ro \hr.h rh-r pekl
pe, o
",,1.)
behavioure otglorp mcmled. -.s,,e, \,'.Le<. _.arud.,, or
4lmr,.l.r's,rc,.{c .,.\, .,n.t!..,novto, o,hue.r_jq.o,Ds.,\o,L
gnp,.,ib. e',b.. t o c. N,,, J/ h( c,.F.ofr ,rum, t.ol .tr,, et,,o,r,-.,
aroup $rr!. ttr rLld ion. gro,p. ser-e ,n ok oi Lhe o,i." et c,.:;n,"
,c.,mha
,..r c , be n." ,r, _" j. ,,r,..11,"",1 ;1,,,'::;;:ii",;iil;;.,":l.il.i.,:: l ;,1
ror.ermpk, !rctrp itrl]ucnGs somerins irie( c\
Juurr,LcJ
siveL rrrprior ' 'r"lor 'sc " , ul il
'Bs. 'vDrrtii,ia... '
An individu.l cm be.hemberof r rcterence grodp
memLe^hip grcup This same individual mrv
lch J( rh. tinr l) inJ $oultlbe iLJ lo br mnorr
$pjrerobelon! o i (rj(ter club jLl sotrtd be 5riJ
n prn ot rn Gpinrion grorp. ro be

,JYPfls
OT CONSUIIER BUY]NG DECISIONS

l3,[t":],:..fr;*i;::l,r:::
p,odl.rs
,'ftj_..".";;,il;;;;';:;',;J#fi:.Tffii:"X.fflJ]:1
q (Fr *,r-J .,,.",.,""a. rr.l :r,j,
",:ii.i. " r)|.a of."*u,*r bur,;s bc;*ior
r,"1;.;ril;i"iii,,1ii,ij'J,.t1H*'.1L"1ilfi15!::il*l1il!.*.,::i:.:::::::!,,t",,1:1
Fou
oulline produci pu(h6o deckion

\tlrtn n onams n,nJs.,r rte.he(kout.md

noh.es tii motturi2e., inq.zines.nd
oi rhe ens ro hR.rn i,t grocer e., r r eunr, rnd aldsone
on"n *r"-"a,,1 a\ I imp rt\e pur.hrse lhe r.nn,m<rmJksa
prchas Nirh lilrte ro no rhorgtu;r ptannnrgi
In mon nnrnces lhis hJnpens \ntr toN pn.LLl

'IIEE tue ir.hs coi$hes are used to purctasi

a \veekor monrhty. rhe;e mn range
supcmriter. Csromcu spsd Ey r;ut" to milk. eeas ,nd chlee* fr.m rtr
ri_Ja""iatnciuh.ll".o. .ol to pL.chase $escirems anddon,t
,\oi.dry +o b rc.,, reir. . lii,ir,',", ,,," opinioDs before they make rortine
"i
,.r, -. "ri
Linilcd n.dsion Mnking

]3::":{'ll::."""1r:* :.*lases rnar cquir rimned d(n,on

mrking. rrrcy nra:, seek sdvicc or a
::i*ili"il.,lll-..1.,:Jtorl:lt-1.pr.,
set h* hln coloftd the wcck 6cro;, ;h"
ir"F,i"gp;r;ii"#i.'i,:ffi;iiii,:llll;ffi:ifif',:
;Ji :j;;..;;;
- ,om ..! id, ro rn oL. .!t.i.1 .iordo(s
sooJ h. \o < As .he ... p, .or J:i orde n",.;,icw,
- sienright ^-, .- sscstionson
',otorilC
which nore ro so ro and vhich bm.l oi;;;;;
, ^ ask
",,, ",, aiso
surl Erhe b6r the.onw mer n,ay ralrch .
tor
1oroldl. o,, n e i.i rn, feN;io
e.B,irh.\.el.r o..ed e,n
 '1'Pnrire D&niotr \liAnro
}'I,.hais lor hiSh C,ic.d electonics, n'ch N a r.ldyi.nnr, coorp([er or crmem, or rnijor purhases such
xs a hoiE or crr Equne consurners ro use errensive d.cision inaking. Con meE spcntl n,bnanriil
amounh of lime rcse.r.hing r hieh nrn,blr oa potenlirl optioos beloE they hur. They spcak \ilh
l sted iicnds, Lmily, collc.gues xnd srles polcssionals, and € rvie\vs aod mings otrl rc md in
corbu,rer nasazines. rhe dccisiotr haking proce$ l0sts longer, as the .onnmer h irrvening a
subnan6al amount of oro.ey.

l Yllls oF coNsrJl\lriR nuYrN(; BEn,wroR

.Con$rmels are becomnis sn.rlcr Jry by Llayj it h not to fool lhcm \rilh any gimDick. Norv0d.ys,
cosu erdoes his/hcr home\ork very \ell belore rny purchase in the na et. Elen beloE
'nakinB
prbcess
buying, lace \vash iconsumer ro lltrough o rieorous ol choosing the b€st amons fie manv
pr.."rr 1'herr.l{ B"r'p,r.'-.. h. lD|r.1....r.-1,r1.'...r1 d.fie'er 1'r['-"e
pe(eptidn involv.d md Ihc nrloanation garh.rcJ by lhe consum$ in purch6ing x car k nuch norc

lle.ry A$rel di(inguished rour qpes of conrun.r bu),ng behrvio. bsed on

ldvolvoft Bnt aod the d.grie ordifferencs rmon! bnnds.

l. Ro,li,ihd Rcsponre l,.hrvior (RRBy lllbiltrrl Bnling Behrior. This is simplen rypc ol
'he
consuner b.hdvio..l his occn6 Nhen the co.sumer already h,s some experience olbuying and using
rhe producl. U$nlly, lhh kin,l or behrvior h.adopid for lie pLrrchnse;f Iow cosl, frcq;enlly used
lEms, ln such cases rhe buyos do ml eirc much rhoughr- or search ard also do not take lol ol i
line to make thc purchase itlost ollhe iime rhe buler is ra'nili wiih lhe variols brands alrilabie
and thc atldbules or ca.h and has a \rllesrablishcd crncria tbr selecring rhen own bnnd. Thc buyets
are vcll a\wie of lne podL.t .la*, know the bmnds .nd xko hrve , clear preleEnce atuons
the brmds. The desree of inrolvemenl in buying such producrs is lov ln srch a case, the narkerer
has lo ensue(\o G) The mokerq nrsr continue to pDvidesathfaclion 1o thc exisri'rg
c6loDeu by '*rs: serylce rnd vrlue. (b) He nrun rry 1o anmct ne* cuslomed by
'nainlaini.gqualir),
making use ol salcs prohorion rechniques like pontrs ol pu.chase dirhys, o,lpricc o,Ie6, etc..
.nd.ho inrrcduce nclv feantres 10 rhe producc.
I
i
;lir;"!';";:.*;:1|'i!;;flr:$jh1i irgl;
;i jr
;, i;,; r i.,; r,
rri-,,** ri;li*l,i;rx,irr [*ii;i,lri : li ii .,i:
jr{'jr
ili*r,'ffi iFij I * *)ri:ir'," :,u il ;i, ijj,i
-l+i*:t**Ul|l 1ti.",;lfTi;{iTl,i,,*,;,
$fr[**l:t,*{ #*****'*riili*
r(eh\ir. PmhtLm Sotring rEcsr c..jr..ia.1ing r.tu,ior:
(orpt,brrBbehJ\orb(-,e ."o., __i, t\i. b,..ir, rp. t,o.,,
.,hour \hr !,F,iJ.o !on.io4 ro,
i,n."r.,,,i., 1,",,., , .,,0 ."", ;" "
bu\,,.e. r \,e,,i\e p,ob.,n $r,,"r;.. ,l .,r.;. :.::.;-,,:i^::
en!ourirrir'q a n.s pmdud (ireBor)
t,c nceLts nfom i.
I
n., io,.bm.d\r,i.
b,c,ni,:;,.:;,J;, ,::;:il;I'""'r\''rep"Jtr,! ''o'\ .\dr...
'nD r'aoae':nq *r,0,...;"r,.1".',., prc'r)uc' r^' '' rx'ce"'
,1':i.*:-'.'"
o'e yo'r.yr-.\e.ca,do,1,c.";';,..,: ', ,';::';''''"pI'L'rrc' i' i .\ii"
.no( 1r,D'od*,,,btr,"!0,,"-;*,;,;".i..,.'i".:i-1";:.";.,,:,..;,1 '''b''
. elFtri'- o,bt"-.otrirC tnerntrte.ns.r *.r",,"rri"..",,,,",',1,:i't : l:,: :l
m ..',nton nron g helnp,nd tshx "" ,,;1,;l;
, o,h b,nd. mJ.r-e,,n,,.,.'.,;,r il-:i:ru;.]:?
he
";:,;
I F\ 51\" ro ed
:., :'l:11;...:;.:;,"
. e the pm p6,Ne bn"F o t-..m -oo,. r, c i,bL e_ :
or thE produli !ts\. rhcir rc rtrv. .o"nr*.
..'.".*",, l-r.,riu",. -a,U
., i. _",^.=,
uJ,
"'o'r','* *::f r;
DP.'lrc nd'nrq(+roifon,!edrib, d,rs
: l,i I_:,t,::l :1,;, :
es rce h$ oh bm. ,r. ..,h";,.:;-,..;;.,.;;;
".t
trrontuDn rJ h(ip rj c on Lmc, ,o !\
yiflcry scthng: -?.,nr leet gnoJ zbolr t.r . \er br.tr J.h.,-e
J,
e\pEs \Jtjsfic on wir
Lbnn heE onen
o,JJ,rniIig r,emoln-i. 1 ifl!.e-r,in! \!r,..h"hrher o-enL'r.rIr.ur .irr,i'rg-in
.i,,,.r.1en .i,....Fo,,.nrbm,J .;," -",'i,i",il;:,'' r "hc h!'" 1.d'\
'fer -'-
oreo,e a h jcJ,r h,r
",,",.,,,;;,,,;;", ;:;,il;:H ;Ji,l I ;, :: .',"ii :.,;
vm^ bcl.l- rbod.b.oiik n-*.
" r"n,t . Oo-t,., *, orTr.he\ii
, .o,
h- pm,lr-r drinecon u ,p1on. Jn,"\,tl:(s
iVIODELS OF CONSUNTER BE}IAVIOUR

lR{DlnoN.\L \loDrl s oF ( oNsl [lER BFlt {V,OR

O Th.Econonic Modcl
O lsychologic,l ,Iodel
g The Sociolosi.dt ,1od€l

.O 'fOIIPORARY MODELS OI CONSUMER BEIIAVIOR

O Th.llo*nrJ \herh llodelolbuling bthrsiour,
O lhcNicosi! Mod€l
O Th.Enel€-l(ollrt Bll(tstcll MD'lol
O Englc,lil.cL.vellindltlini.rJrF0\O'\lolrel
. O wcb.l.r,n.l ttinn l\lo,lel 0forgrni^li0n.l buling behrviour

rRADr lroN.\L \toD; Is oF.o {\ultlER BElla\4oR

L Thc E.o.onic llodel Ine ccononic model explains buvitrg behrvior Loh rn e'onorih petrpecdvc; the
ssumprion h rhat iesourc* rE scame viz a viz uiliDitcd neeJsi n coDsuDer sc'ks valuer he lvmb
m,rifrum hcnefiti!niniDur tcr. The sonomic models sho'vedcorrcem as ro hov rarce asoL t* \$c
rd'turo .r .r) .r" .rr
"lle{ ..
", F
'o
2.Lerniiglllodci:lhhmodelhelpma&ercEroprcnoledsmidio olprqdLdslYnh!rcfsd vostrndcues'
rvhich;ould lead ro posilive Einaor.cmeni nom rhe connLmers ln nm eting co 'rr, hrrni'rg Nillhclp
..;kee* t orslner t.am rorespond in De\v Darkelins siruriio s or ho\Y th'v have
"*r"*t-a.r,ov
lamed .nd respond in rhe p,sr in simild siluarios. As Consume6 ih; lerm ro dncnmi"ic rnd rhis
inlom4lion Nill be usetul in rvo ingourJireEnrmarkerins$EGgies
3. Prlaho,;'liric lvlode!: Th. psycho.n.ltri. modelvs pmposcd bv Signrund Frcud Thc 'nodll kies 10
beh",i., s. rcsulrant ol foEs thd o9.mte slbcon$ios hwl The indiliJu'l
"*pl,id..;"*d
coBumd h.r ast oldep *dcd n)orives xhich drive hih rostrds cedain buringdechionsAcco'dinctolhe
model, bu)€E necds and Jcsircs opemle rr seved lcv.ls ot conscionsn*s Not I ol rhe b€hsvior
is
undeBhni.bh .nd explai..bl. by (he pe6on Aho trot rll of humin behavior h ovenlv visible 'nd
eiphinabl. Sometims, rhcbelNiormay not bc rcrlized and nnde6r@d bv rhe pedoD hims'lt Such c Ms
c.n be undeNood by dE$ing inference toF obscflltion iid.6uil prc6ing'
plnved bv
4. So.iologicrl lllodet: The model is b*cd otr lindings oiThourien vcblen, rnd lncurs on rhemk
$ci ;mups d sochl lbrcs. a pcdonk consunptio. pa(sn rnd buline behrvior is 'rectd bv soci'l
hdon:hir fimilv, fiien&, p€$, socisl sroups, rcfercnce 3'!uP md cuLtutu hive mrjor role ro plav'
'
Ac.ordingrorhemodel,h.nkDe.ceired5.tocial.nind".tridthusheconlomsronormsofirsc0lrw'
sub cultu; sM groups .monett Nhich he dpcFrs. Enuhrive faclou .id soctul inlucnccs
h've i lris mlc b
plry in conslm dechion nrkin&
I
JIVPLICATIONS OF IVODELS

lilPLtcalioN

m.. b.n.ir,.s,,,,
:J,i,45'h'sr'"'h,

.*.**"'""...",,""-;"
u.N joB itr ,Ie trooonr

'niqr rLlbuy r Ksu,lkn(!udm

t\lhqJ\UlJbnnqm-itrt
Nh*dcc iourd hnlc f6r pmJd

Ili!.oBurcr'l :h(FdIl;rt
nBrymc r ftrd so fulr RF p itrh!
Psychoa,lalyllc modoll .\'hih oBunsj oiI
t@k ror fucijoml
hrits vtuk h,yms a rodht dty ue il$
iflfrkd b] hdonic dir,o8 fid ; kM .
ale ii.d! ro uded dLleco u0dosri.
ud dsrgn ft 4& imdngtx lt$ ta5
{'plirilions oD pririig ind pmmofor

a)668h fti!I mpJi(idoi! for brind om&tmir

bnndmg, bmd Ncr ios nn nig.ry
b)Cos,rilir! .IrtrRhkd olBLprLJNehh;]ol:r[.
s
ndlrltrffid\Lohelphn mtre e
.omuodl p05r pudBe disomcc

Soclologlcil modol . ,\ ptMl t purchsr brtrir or s aflftd hv

I'irtulon.abulrlE d iqDt smb
. 0p mi r..idshjp
hd .N,zl Bjoup jrpejl(
r
CONTf }IPORARY NIODf, LS OF CONSU]VIER
BEIIAVIOR
L r de Ho\y d Shelh llortel ofbr]ing behnviour
L Il.L\irJ ind hgrdijh \ttrrh p r l!n! nl he Honird shr
.r
.,r.,r., ,,ona,.,ed..rhc reo,\o,br. rBlnaio,, rinoJer,r,un\u'ncrrr(h.'riur ,r,oo
H0$nhl sherh Ito rti! J soph jicJed inrcerJtion
.rh_e oIrh. i'" t tot:'1."
'r"r".
e-,..,.o.trm{ -",...r..',l
trIoimn'.r p o' '.Iii's
brh., o, *.. :,,r,;, ;,";;r;.i, I roprc, Je ,,.mt...,.tJ -., , r, ,.,
",," r.li.
T''- lu\.'rJ Shcrh mmlct or.onq,.* t.r,-i"..*,,
". ^et. Jf J. i on r..r,s:
n.,
. r h,elJ-., b6 rheArrn.i\r
l,rubtcm !,tring r ha,.,etrt(.or L,Ir roc, ,or h..\!.,i\
,,rb,mriqu\norreJE.,bo,,.pb.n4Jn41eiosjor,ne,rp*,.."".n,,.,i
'-( ;,;;:.,.,1
li,.".l';:'-1" " "''''"i'r '.'rn,"o1.'bourJ.,'..r,',i'i ,nr';.,,;,,;'.:, ii"l:
.]".:,:r.n,, i.timircr nrobrcm snh.jns Iti. irur.otr
rnnsredqe.,bour hrrkcij rprdirtkno\tcJee
exir ror.o.trra. I,roi.trcrrh
rhn
Jbour
'he
{ \6, ,, d , .",",11. ""',"0,,'.n,. rn....r.,o.r,n" 1,
i. ,o, r { o.
lll:,i'd,r'er. ,rh.'b
u,rr.tsn,drnd
uit rerponic bchr,,or. I,rhlh;drFe or,um.rrr...,.,!,.-.t.,ro
h. !.n ditre+',, ,- , .r\eetr r, c J,re,car tn, ,. ,h.
, FiuJ denres ro phh6e r pjn!!trpr.Lju!r .ir ,:. , i ; . i; rJ.;: ..,,j,;.

/\.cordinSro DIlo$.rd ShdIhodclotconnoer

bchhviorrhercxrc tou.Drajorsetsdfuridrtcsi
namd]j
I Ip .: Ther ,miJhlj .on5i5r oa rhree Jrnnr
inpur
,." n.i..,i.
hrd,,r'rr,i
rm_, . ;^". .,; ;.,",", ;l ;.:i:, I..:.: rr;i1."1,.,' ii,; l::. :",1 :";
i.\r.onirn.f.ve
",. rrn,i,,,a,.,io,,^_r p., ., i.'..,;;.i-,,.1;r";:
. r,mur). rhm k iripcr_orol ror(c! trkc mJls D.d i n
,Jd.,ndhLiphen,r..oefo.;-",r;;"r,..:',-,.:'il:i:,]::i:liiii:i.,:",1;..1
en!tronmerl itirmily. rcfe(nlc
.impJnmr.n.irno o.ro,orq,h. :ro,p, in! souit !i! ,' o'"e 6' o,''l i'd ,
ll :
!' e
proJ6r.lJ$., Da,ti-D,e J,,orr-,*"j- oL,,^ ,,,n-.1 "5o 'n'or'i'trtr|:uo\,o_irp. .o. -r
/. -,;". pJ,r
t{h.plfil xntr tcrinmg Coh.rr(h: rhe ,aj.,xt "rltr
arJhres NorvcLtrtr(nrhe!nns!.qr.o c-.t",.,,a, of,h(. oJet Je.,t\ ,r,n ,h- p,t.1o,oe.,,,t
, ,": q"T
" " "*a "r' .. ,,,...":i_";i".i,;.;liT,".:fi,:l"I:lJ :l,i,l:H;iJfii;
i., r.,n,.a rhe -e . s" r, , i," . n,. -";,.. p".",r,r
*.i,i. i, ,...",,.";,
",\ h,. o, rq..,Jo,,.hrdnee,r..;..ip.;..-.":i.,:i1.,,
'. rn,.o.,-c\d omr u,
(negory. (oBumsa g l_ infomdion
" ":i.,:;;:
;,;lil.,l,.
ibour brunLl\ .rir
bL)i'g:tdotrr..r, ,d"d.,,.;;"",:;, ..;:l:lli:j";i:jl.,l,l'.rr,ill:1,:H.:;,;:
v,i,pr.rrdhrins,m{,.r. iJ..t.;r :,,s,...rre. q,jt ,
, u p(q: rhro'D.r ,.rrh.re,tror.hep.. d..,jr,!.:ve.;J!,".;,. - " -
respon* ioLtrseqtubks(r e*i." u.,na
r nr,"o-,.e,.,"U,",,,t1o.r-+-.o,..n,..*ir
,I "-pr
.-"oi"r,"*."
r{us,rou.rE!,.n.tr, ,.;u.",t,*. ,., ,',i",,^' , nrr dc L'linre on
o.o,"s |o\rv-L *"".",..,-.;""";,;,.1,;;.^ncr n', dr.,rv p, oi,re dc.....,-n Lno
/o1'1,\r,i,\.etis.orjJr,-",::-,,;. _' - -dc rhe 'mpo"i \e "r t. p,. " _ .., ,,"i
 T I
i
I I J
I
I
I l
I
i
F I I
I I
I I
I I
I I
I
I I
I

FouN:rhI Ibs .ri5nii$.e B

). Nicosin &todel ot Consumer Beh.rior

\i(o.ir \rod€t nr.or.umo Beh.viorn.-J^tto6pJ,n
rJ!o. b, p, re .o,
tr,,, r!or
ll.:.,'l11 r-r.,l\rh I N,(Err n
rht....err"d.e.i,erh,:;;,i.p8,.,;j;r;;1,.,,,
nob!h.rior
"Jet trg8e.'-r. r,. ,...t".".".,.,t..",,,.";,.;:"., ;i;:,:-.;:,,
PqmIr'or.'n-.s The
1,,r"'rnor'\-.o,.h.,b..,rrr,.p.o.t...oi.nr.a,.\cJonihc,,_.",.,,.-":.,;.,il.
h eJ.,-r , Inldrf,\,ro tppjot,r, t.i.,.),, r,_,
rhe prcdu(i[ bu[sb] the Lon{jmn
-,.r, _,.., -,,.,ii,t,",
Tl :\ico{r "..r,. "
e modet 4r.on.umer Brhaviir Ji\:oe,,.,,o.o.,,,.
r{ t.ctd..
FFI'I r: th. iirm c , Iibuk!.,nJ rh..o0\trmer\ x
.
rbrclJ oe' n.h.hr rr 1.s a..,", t{ ficU i. d^ xd i..,..o
lbure!. th"
l.; ;; ;,i...,.r; :tu;",,;.;
r,(rqL'.",rJr.he",p-,i,n"flrio"m_or.'-,\J,,r,i,.,rr.,x.rrn,\.r:.;.";i;n;;
" " """.^.
pc:rrrr.o Fr !trnk': r.s e s. dfl rte. pe, or,t.D. _, L r,"., r,.
n:_"i".. .i" ,-"-.,r.,,r
ne'osnJrr.ror,.rn.h..L,sr,he-onir,,,o,;c\:..ljf.;,j,;;r,;r';,;li;l:::,;l
'
n6 nkrpftl,'ion otrtrc mc$xqel
rir,Jl,,sfJr..hrl'deL:,t,,.,ri;,r,Il.-.on,Tfl.rit ,.,ro",tr\.oro.hert,nso.rotrJ1,J.klhe
, pJ'i,'11i'
:;T,:,Tj* " 'l-lc { lo',lnll', d" '",|,,,1',( ;",,;,,, ",.,p,;,i,]:
Fi.l'l Jr rhc ,cr or rhc pur!t,i\c. ,c r.sulr uL.oii!j od ,
o',h6c||efimp,od'jr".,-..,i,,,"l;,,,,,',,",,ril,Jr
Fier'la:tpdb.ckoreks,Aur,..r"-.o*i,,r1 ..1 ;.JDLtotbo,h.h.ttrm.nJ,.,ojumu
,trrpunhKldrlioroJL.. t,erim\.[hr ,,.n, ...+.t..,...,
1^p'"'L!rJ're"'5e'nJ,. ..tu,.t,.,rt 0,,.-.l,ri
l'j ;.ln',;;:;,- "'r' '"uJ' '^d''"";;':,;;: '; ",1;;''.'.
 I

:
:
l . Tne [!gel KollatBh.klyett Moitel
T-"rDCel kolrrBhcktrc \toJctofir,\unrrBlhtrt,or,!.-.,,,Fo.uk.,n-L.i,r.-!,ne.ran-
src$inc bod, or .T\teos. .o;-r r,,. ,.J, i"'.
ume,
'iroJgnrn-n)'e!..'on,ror.D.veir...ie,.'iEneJblryo
's.oh '",..,h-t,,i.E_'io,.,p:be,s",orpo,,c,d
"i",;;"rii;?;;;:
\uE(onpon.nrs.
The EneelKoJlar Blocksell Modet ofConsumerBchdvior or c.nsists oftburdi5rinctsl.Eesj

I hform. ior lnpur sr.ge:Ar rhk aBe rhe ro-.u,,s 6rr .,.o,nJron notr, rnL.,ind no no.-
tu'+.ns -ou.er \hi. h Jlso inc.,.r. e.\c r.ob,e n oen , o,,ug" or ,1. a*,i on ...i"! p,o ,. r,
hc,ormo 'ill Jos not r i\e I J.p.!,fi. dtt',otr.,\c.eJnr ",..r.n"r " *
*i,r
".r
\/ nd r* o.' i\e o'.hotu. -i,.otrc.: e. e.o.rmrre\oa -,,- "ro-,iJu
risolJ tre bq.Jr r h-
se(ltdJhem i\e is trs sJrkfxlory rhri erperrcLl.
z, Infob ion Pro.€ssing St gc:This iage consks ofrhe consrme!,s crposuE, arenrtor, pcrccprion,
acteprace, .nd rercnrion ofjnconing inioanarion. The.onsunc.,nsl fir; be *pced to rG h;age.
..llo-d" fe.furrt'. '. ro.Tjrcr. 1.,lerrh(.r ii rorch,rtrtr.e.,j-DrrrtreirinBL.inp o
rongrerm me'nory
I Dehion ProcessSragc, Thecenlmttdusotrhcmodetisor ivebasic d(i\ion proces sagfs: probt.,n
rosnnion, semci for alr dives .tremrre evajuxrion (duiDg lvhich b€ticcmayte tlo r|e"lbmarion ot
..r'jdc..nh,-hilh.n'r.'ertrinlpa.hJc,nr ior,-Nh..,ndo.." T.Br.r.n,,, trr
probkm !ol\inAl,ehrior
I \riibh\ Innuencing rhr Dlcnioo rro\e\. I'ri ...S. .or,r ot no..id..t .,...r,_o nenr
,-tr.. i'r.r)1 rJp-o,.,..0.'he in"ele..,.. .ku.e,
\ nblriDll,r.'.e-.1 l-,,.on,T o.ut
\find.. rt, ^k,-.e
0*,
coLD,.
'.J
efi.*-i..;,,,...
imr.,.
",,,..,t.o