CONSUMER BUYER BEHAVIOUR (Black Box Model)

CONSUMER BUYER BEHAVIOUR (Black Box Model)

The Black Box Model of Buyer Behaviour identifies the process in which consumers will undertake when deciding whether to purchase a product or service. The first part of this model shows how consumers will begin by identifying the marketing stimuli which would be Product, Place, Price and Promotion. Other stimuli that the consumer may take into account during this process are PEST factors.

This information is then put into the Buyer’s Black Box, which is where the consumer’s personal characteristics will be taken into account in order for them to begin the Buyer Decision Process. The characteristics that can have an effect on the behaviour of the buyer are:

Cultural - Such as specific cultures and religions

Social - Such as family and reference groups

Personal – Including age & lifecycle stage, economic circumstances and lifestyle

Psychological – Beliefs, perception, attitudes and motivation 

From the information that has been processed in the buyer's black box, they will then be able to provide a response as to which specific product/brand they wish to purchase and assess other factors such as pricing and if the timing for the purchase is right.