Question

Using a simple model, explain the complexities of factors that influences consumer’s purchase behaviour.

Answer 1

One of the best easy-to-understand and simple models that explain the complexities of factors that influence consumer’s purchase behaviour is “Input, Process, and Output Model”. Its pictorial explanation can be presented as follows-

It can be explained as follows-

1. Inputs: - This is at the extreme left corner of the image in the form of a) Firm’s marketing effort and b) the social environment of the customer. The promotion of products by the organization and the cultural background, family status, social class to which a customer belongs greatly influence the consumer’s purchasing behaviour.

2. Process:- The second stage of this model i.e., process stage is hugely influenced by the personality and attitudes of the customer. At this stage, there are a number of psychological factors which influences the consumer’s purchasing behaviour (like need recognition, product awareness, and evaluation of the needs) before the final purchasing decision. If a customer finds the quality of a product satisfactory, he not only tries to purchase the product in the future but also spreads positive words about the product in his social circle which induces other people to purchase the product. But if the customer is dissatisfied then he never purchases the product again and also deters other people from purchasing the product. So the companies should be very mindful of the quality of its products.

3. Output:- This is the final response of a consumer. He may finally purchase the offered product, and /or decides to purchase the product of a particular brand. The post-purchase behaviour of consumers is also very important.

So this “Input, Process, and Output Model” correctly explains the complexities involved in the consumer’s buying behaviour which ranges from societal factors to marketing strategies of the companies to psychological factors.