Consumer Buying Behavior: Stimulus-Response Model

Consumer Buying Behavior

By analysis of Consumer Buying Behavior, Company get answer of the following question:

• why consumer make the purchases that they make?
• What factor influence consumer purchase?
• The changing factor in our society ?

Buying Decision process

Step 1: Problem recognition

Buying process start when buyer recognize problem or need triggered by internal stimuli or external stimuli. Internal Stimuli, example, Hunger, need to eat. External Stimuli, example, you see your friend's car and you think you also need a car.

Step 2: Information Search

Sources of information are:

personal: family, friends, neighbor

Commercial: Ads, Website, salespeople

Public: Mass media,

Experiential: handling, examining, using product.

Step 3: Evaluation of Alternatives

Rank/weight alternatives or resume search. May decide that you want to buy laptop, you search company which you aware, and give high rank which like, prefer or satisfied your need. If that brand not satisfied, u go back to information search phase.

Step 4: Purchase decision

After evaluation of alternative, consumer collect information for purchase, for example, where do I get laptop, where is the showrooms, they offer discount, they provide proper service. Than after consumer related attitudes of others in the role played by infomediaries who use various media channels. or second factor is unanticipated situation factors that may erupt to change the purchase intention. than after preferences and even purchase intentions are not completely reliable predictors of purchase behavior.

Step 5: Post-purchase behavior

After the purchase, the consumer might experience dissonance that stems for noticing certain disquieting features of hearing favorable things about brands and will be alert to information that supports his/her decision.

Post-purchase Satisfaction is a function of the closeness between expectations and the product's perceived performance.

Stimulus - Response Model

Marketing and environmental stimuli enter the consumer's consciousness and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions.  Major task is to understand what happens in the consumer's consciousness between the arrival of the outside marketing stimuli and the ultimate purchase decisions.