The Black Box Theory Of Consumer Behavior

2.3 The Black Box Theory The black box theory as defined as marketing theory of consumer buying behavior in which what goes on within the human mind is ignored, supporting on which inputs produce the demanded outputs. The study of consumer behavior defines as the processes of individuals, groups, or organizations for choosing, securing, and disposing of products, services, experiences, or ideas to fulfil their own requirements (Kuester, Sabine, 2012). The behaviourism of black box theory is where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. The behaviourism basically based on the buyer’s characteristics influence how the buyer perceives and reacts to the given

The fundamental factor cause of social factors is reference group. Reference groups influence a customer buying behavior; it can be direct or indirect points of reference. Thereby, reference group directing a person to new lifestyles and new behaviors. Family is the most powerful influence to a customer buying behavior. The husband-wife relationship and involvement within a family affect an individual’s buying behavior. Therefore, people usually choose products based on their roles and status. Role and status influence the buyer black box, a position of a person in a certain group and a person expecting himself perform according to the group members. A group that is used for individual’s guidance in order to assist with their knowledge and attitudes are called Reference Groups (Pettigrew, Grimmer, & Davis

Motives are needs that are sufficiently pressing to direct the person to seek fulfilment of the need. Needs can be of various natures. And those needs can become a motive when they are sufficiently intensive. In order to understand consumer’s purchases it is relevant to investigate factors that motivate consumers to take a particular action (Belch, G. E., & Belch, M. A (2012). Perception is the process by which a person selects, organises and interprets information. People often have different perceptions of the same stimulus. To understand these perceptions is important in order to understand the buyer black box. Therefore, through all the doing and learning, a person acquires beliefs and attitudes. It show the willingness of a person on a product and he or she will purchase it in future. Marketers should concentrate on trying to fit the products into existing attitudes instead of attempting to change them. The consumer applies certain beliefs to a particular known brand. The consumer’s beliefs may differ depending on the consumers experience and the effects of selective perception, distortion and retention.( Kotler et al.,