Consumer behavior frameworks.

Consumer behavior frameworks help in understanding how and why consumers make purchasing decisions. These frameworks are crucial for marketers, as they provide insights into factors that influence consumer behavior. Here are some key consumer behavior frameworks:

1. The Purchase Decision Process Model

• Stages:
  1. Problem Recognition: Realizing there is a need or problem.
  2. Information Search: Gathering information about how to solve the need.
  3. Evaluation of Alternatives: Comparing different products or solutions.
  4. Purchase Decision: Choosing and buying a product.
  5. Post-Purchase Behavior: Evaluating the purchase decision and product satisfaction.

2. Maslow’s Hierarchy of Needs

• Application: Marketers use this hierarchy to understand and target consumer needs at different levels, from basic needs (food, safety) to higher-level needs (self-actualization).

3. AIDA Model

• Stages:
  1. Attention: Capturing the consumer’s attention.
  2. Interest: Creating interest in the product.
  3. Desire: Building a desire for the product.
  4. Action: Encouraging the consumer to take action (purchase).

4. The Theory of Planned Behavior (TPB)

• Application: This theory can predict consumer behavior by understanding their attitudes, subjective norms, and perceived behavioral control regarding a product or service.

5. Engel-Blackwell-Kollat Model

• Stages:
  1. Problem Recognition
  2. Information Search
  3. Alternative Evaluation
  4. Purchase Decision
  5. Post-Purchase Evaluation
• Components: Also includes influences such as individual differences, environmental influences, and psychological processes.

6. Howard-Sheth Model of Buyer Behavior

• Description: A comprehensive model that considers inputs (stimuli), perceptual and learning constructs, and outputs (purchase behavior). It emphasizes the complexity of consumer decision-making.

7. Consumer Decision Journey

• Stages:
  1. Initial Consideration Set: The consumer considers an initial set of brands.
  2. Active Evaluation: The consumer researches and evaluates brands.
  3. Moment of Purchase: The consumer selects a brand at the point of purchase.
  4. Post-Purchase Experience: The consumer evaluates their satisfaction and may become loyal or switch brands.

8. Loyalty Loop

• Stages:
  1. Consider: The consumer considers a set of brands.
  2. Evaluate: The consumer evaluates the brands.
  3. Buy: The consumer makes a purchase.
  4. Enjoy, Advocate, Bond: The consumer enjoys the product, advocates for it, and forms a bond, leading to repeat purchases.

9. McKinsey’s Consumer Decision Journey

• Stages:
  1. Trigger: Initial recognition of a need or problem.
  2. Initial Consideration: Forming a shortlist of brands.
  3. Active Evaluation: Gathering information and evaluating options.
  4. Moment of Purchase: Making the purchase decision.
  5. Post-Purchase Experience: Using the product and forming an opinion.
  6. Loyalty Loop: If satisfied, the consumer enters a loyalty loop and bypasses active evaluation in future purchases.

10. Fogg Behavior Model (FBM)

• Components:
  1. Motivation: The consumer’s desire to perform the behavior.
  2. Ability: The consumer’s capacity to perform the behavior.
  3. Triggers: Prompts that facilitate the behavior.

11. VALS Framework

• Description: A psychographic segmentation model that classifies consumers based on their values, attitudes, and lifestyles.
• Segments: Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, Survivors.

12. B2B Buying Process

• Stages:
  1. Need Recognition
  2. Specifications and Criteria
  3. Supplier Search
  4. Proposal Solicitation
  5. Supplier Selection
  6. Order-Routine Specification
  7. Performance Review

These frameworks help marketers understand the various stages consumers go through, the factors influencing their decisions, and how to tailor marketing strategies to effectively reach and influence target audiences.