Q. Explain Black box model of consumer behaviour?
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ENVIRONMENTAL
FACTORS
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BUYER'S BLACK BOX
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BUYER'S
RESPONSE
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Marketing
Stimuli
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Environmental
Stimuli
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Buyer
Characteristics
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Decision
Process
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Product
Price
Place
Promotion
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Economic
Technical
Political
Cultural
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Attitudes
Motivation
Perceptions
Personality
Lifestyle
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Problem
recognition
Information
search
Alternative
evaluation
Purchase
decision
Post-purchase
behavior
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Product choice
Brand choice
Dealer choice
Purchase timing
Purchase
amount
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The black box model demonstrates the interaction of stimuli, consumer characteristics and decision process and consumer responses. It can be distinguished among interpersonal stimuli (between people) or intrapersonal stimuli (within people). The black box model is connected to the black box theory of behaviourism where the focus isn't set on the processes inside a consumer however the relation between the stimuli and the response of the consumer.
The marketing stimuli are planned as well as processed by the companies where the environmental stimulus are given by social factors and based on the economical or political and cultural circumstances of a society. The buyer's black box consists of the buyer characteristics and the decision process which determines the buyer's response. The black box model considers the buyers reply as a result of a consciousness decision process in which it is supposed that the buyer has recognized the problem.
Nevertheless in reality many decisions are not made in awareness of a determined problem by the consumer.