1.6. MODELOS DE COMPORTAMIENTO DEL CONSUMIDOR. Miguel Ángel Beltrán Bueno

Understanding Consumer Behavior Models

Overview of Consumer Behavior Models

• The study of consumer behavior and decision-making processes has led to the development of complex yet realistic models aimed at analyzing consumption-related issues.

• Global consumer behavior models represent purchasing processes, specifying involved variables and their interrelations, providing an integrated view for marketing decision-making.

• Well-known consumer behavior models include those by Nicosia, Howard and Sheth, Engel, Blackwell, and Kollat; they can focus on specific aspects or encompass the entire buying process.

Structure of Consumer Behavior Models

• The discussed model is conceptual rather than predictive; it offers a general approach to understanding consumer behavior and decision-making without detailing specific behaviors.

• Key components of the model include internal factors influencing the process, external factors affecting it, and the central decision-making phases.

• Marketing variables are interdependent with both internal/external factors and the decision-making process itself; outcomes from this process are also considered in the model.