Examples of Consumer Behaviour Models

(1) Black Box Model: this type of model taked account of the mental processes involved in decision taking and internal variables are there for ignored. Black box models treats the individual any his physiological and Psychological make-up as an impenetrable black box.  Black box models can be useful to the market because they concentrate on the external influences on behavior on which marketing strategy can exert influence.

 By evaluating the relative importance of stimulus variables, the marketing practitioner will be in a better position to determine the action needed to influence customer behavior to accept his particular product. For example, research on consumer purchasing behavior concerning color television sets may show, that the consumer is not in a position to evaluate alternative brands in terms of their Technical sophistication.

A model of television purchasing may therefore reveal that consumers are particularly influenced by the level of after sales services and by advertising that reassures them regarding the product's technical sophistication and reliability.  By comparison, a model depicting household furniture purchasing may show the consumer to be able to judge reliably the relative quality of alternative brands. Style and color may then have a far all important influence on buying decisions.

(2) Personal Variable Models: Personal variable models take account of personal variables like beliefs, attitudes, and buying intentions, but exclude external and environmental variables that's may affect behavior. Typically, there are relatively simply, or Low, level, models involving only a few variables. They are often used as sub models of more complex models

(3) Comprehensive Models: This type of model take both personal and environmental variables into account or consideration. Stimuli represent information perceived by consumers.  Consumers process brand information from advertising, friends, or other sources by organizing and interpreting it. The second and central influence on consumer choice is the consumer.

 The customer is represented by thought variables and characteristics. Consumers thought variables are cognitive processes involved in the decision making. The three types of thought variables are perceptions of brand's characteristics, needs for or benefits from the brand, and attitudes towards the brand. Consumer characteristics are variables used to describe consumers such as demographics, lifestyles and personality characteristics.