The Black Box Theory: Marketing Theory Of Consumer Behavior

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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…show more content…
The meaning of cultural factor set of basic values, perceptions and behaviours that distinguish on group from another. Society member learned basic values, perception, and behaviours from family and the social context. The effects of a society’s culture on the values of its members, and how these values relate to behaviour, using a structure derived from factor analysis (Hofstede, Geert 1984). Moreover, each culture consists of several smaller subcultures and the share value system may be based on common experiences and situations. Subcultures can be nationalities, religion. Every society existing social class, the consumer’s response can be determine by social class influence in the buyer black box. There are several factors combined such as income, occupation and education determine the social class…show more content…
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.,

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