An adapted model captures the general structure and

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Unformatted text preview: del captures the general structure and process of consumer behaviour, as shown in figure 2.4. Figure 2.4: A model of consumer behaviour. Experiences and Acquisitions External Influences o Culture o Social stratification o Demographics o Geographics o Reference groups o Families & households o Marketing activities Decision Making Process Situational influences Information search Needs Other Influences o Consumer resources Problem recognition Lifestyle Pre-purchase alternative evaluation Desires Internal Influences o Perception o Memory o Learning o Attitudes o Motivations o Emotions Purchase Post purchase evaluation Experiences and Acquisitions Source: Adapted from Hawkins, D.I., Best, R.J., Coney, K.A., 2001, Consumer behavior, 8th edition, New York, U.S.A.: McGraw-Hill, p. 26. Figure 2.4 shows how the decision-making process is activated when consumers interact in various exchange processes, which in turn, gives the consumer more experience, finally influencing their lifestyle via the internal, external and other influences. The role that each of the previously mentioned influences play is primarily determined by the consumer’s buying decisions and respective involvement. It is important to note that 24 situational influences are capable of influencing the model at any point. Emotions and consumption, for instance, may be subjected to situational predicaments at any given time [Hawkins et al., 2001:26]. It is imperative to bear in mind that figure 2.4 is only a conceptual model. It is not capable of envisaging particular consumer behaviour but does allow room for speculating the behavioural nature of the consumers. An individual grows mentally, physically and emotionally based on the influences of internal and external factors. The former consists mainly of physical and psychological influences whilst the latter consists of sociological and demographic influences. The lifestyles and self-concepts then create needs and wants, which have to be satisfied by making use of consumption decisions [Hawkins et al., 2001:26]. The model on consumer bahaviour will be broken up into sections in this research report. The starting point will first be the lifestyle concept. The second section deals with internal influences, namely perception, learning, knowledge and memory, attitudes, motivations and emotions. The following section will then discuss external influences such as culture, social stratification and demographics, reference groups and families and / or households. Issues dealing with consumer resources will comprise the fourth section with regard to the chosen model of consumer behaviour. The fifth section, that is, the decision-making process, will be divided into five phases, each taking a look at the steps, namely problem recognition, search for problem solving information, alternative evaluation, purchase, and post purchase evaluation. 2.3 Lifestyle As illustrated in figure 2.4, the central concept of consumer behaviour is lifestyle. A lifestyle is the person...
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