Looking further into Consumer behaviour I remembered work from earlier on in the year and in particular three models we came across:

Howard Sheth:

EKB:

Kotler:

From these three models we can see the simple theory behind consumer behaviour in the EKB model, but the more complex model in the Howard Sheth form has many more inputs to whether a consumer actually purchases a product in the end. The EKB model will be the thought process behind smaller scale items, not of high value where so much thought would need to go into it, like that of the Howard Sheth model.  Items like a new car is where our minds start to function like that of the Sheth model with so many inputs and factors making up our final decision as a consumer, whereas the EKB model is how we will deal with something that is still relatively expensive like a new laptop but not on a major scale where we allow many factors to come into play.


The Kotler model however is like a mixture of the two as some processes in the model relate back to the Howard Sheth model and some from the EKB model, this again means more of a thought process being involved when the consumer is making a purchase.

Hey back again, who's missed me?

I have been looking into consumer behaviour of late and found some really interesting studies conducted and seen what the experts define as consumer behaviour.

"This is a process, early stages of development, the field was often referred to as buyer behaviour, reflecting an emphasis on the interaction between consumers and producers at the time of purchase. marketers now recognise that consumer behaviour is an ongoing process, not merely what happens at the moment a consumer hands or a credit card and in turn receives some good or service".

"A consumer is generally thought of as a person who identifies a need or desire, makes a purchase and then disposes of the product during the three stages in the consumption process. In many cases, however, different people may be involved in the process. The purchaser and user of a product may not be the same person, as when a parent chooses clothes for a teenager (and makes selections that can result in "fashion suicide' from the teenager's point of view). In other cases, another person may act as an influencer, providing recommendation for (or against) certain products without actually buying or using them".


From this extract I can ascertain that Solomon, Bamossy, Aakegaard and Hogg knew what they were talking about when it comes to consumer behaviour in particular the statement about "fashion suicide" as this is what actually happens in the real world and why teens are under such pressure to be fashion conscious and why most if not all parents will be if you like banned from shopping with their now adult like teens. It's just not what happens anymore, imagine the embarrassment for a 17 year old girl going underwear shopping with her mum and her friends happen to be in the same shop, she would literally want the ground to swallow her up, I believe we have all witnessed it in TV shows/films and this is just the norm of what occurs in the mind of the consumer.

Michael Solomon,Gary Bamossy,Soren Askegaard, Margaret K.Hogg (2006). Consumer Behaviour A European Perspective . 3rd ed. Essex: Person Education Limited. p7.