Buyer behavior can be viewed as an input-processing-output model. in this model, the buyer receives inputs from the marketer and the environment, processes them, and transfer them into outputs in the form of responses.
Buyer behavior process model can be described as follows:
Buyer behavior process model can be described as follows:
1. Inputs
The inputs are received from two sources- the marketing firm and the environment. The marketing inputs are in the form of marketing mix - product, price, place and promotion. The inputs from the environment are in the form of economic, demographic, technological, and socio-cultural forces.
2. Processing
The inputs from the marketing firm and the environment are processed by the buyer. The processing is influenced by the buyer's own personal, psychological, and socio-logical characteristics. The buyer goes through a five stage purchase decision process that involves need recognition, search for information, evaluation, purchase, and post purchase evaluations.
3. Outputs
The outputs are the results of the processing and are seen in terms of the major responses from the buyer. The responses reflect in the form of various choices such as product brand, store, and purchase amount.
