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An Extended Model of Behavioural Process in Consumer Decision Making

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  • Nagasimha Balakrishna Kanagal

Abstract

The stimulus response model of consumer behaviour is useful to understand the buying behaviour of individual consumers in the context of individuals buying consumer products. An extended stimulus-response model of behavioural processes in consumer decision making is proposed that serves to integrate the influences and interlinkages of buyer psychology, various buyer characteristics, and the impact of the buyer decision process on consumer decision making. The model proposes that the behavioural process of consumer decision making be as a result of the interaction of three aspects of individual buyer behaviour: communication sensitivity; enculturated individuality; and rational / economic decision making. The paper addresses the flip side of the consumer decision making process in terms of the five stages of decision making from need recognition to post-purchase satisfaction. An aggregate level framework of behavioural process in consumer decision making has been provided, that could lead to a richer analysis of micro level factors and relationships influencing consumer decision behaviour.

Suggested Citation

  • Nagasimha Balakrishna Kanagal, 2016. "An Extended Model of Behavioural Process in Consumer Decision Making," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(4), pages 87-93, August.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:4:p:87-93
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    References listed on IDEAS

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    1. Miniard, Paul W & Cohen, Joel B, 1983. "Modeling Personal and Normative Influences on Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 169-180, September.
    2. Olshavsky, Richard W & Granbois, Donald H, 1979. "Consumer Decision Making-Fact or Fiction?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 6(2), pages 93-100, Se.
    3. Punj, Girish N & Stewart, David W, 1983. "An Interaction Framework of Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 181-196, September.
    4. Landon, Stuart & Smith, Constance, 1997. "The Use of Quality and Reputation Indicators by Consumers: The Case of Bordeaux Wine," MPRA Paper 9283, University Library of Munich, Germany.
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    Cited by:

    1. Alfonso Pellegrino & Masato Abe, 2023. "Leveraging Social Media for SMEs: Findings from a Bibliometric Review," Sustainability, MDPI, vol. 15(8), pages 1-15, April.

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    More about this item

    Keywords

    communication sensitivity; enculturated individuality; rational / economic decision making; behavioural process; consumer decision making;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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