Black Box Theory Essay

A lot of researchers (Hawkins et al. 2001:7; Bearden et al. 1997:49: and Engel et al.1995:4) elucidate the consumer behaviour as the study of the mental, emotional and physical processes of either individuals or groups and the way they employ them to choose, attain, consume and distribute products or services, to gratify the desires and wishes, and the power of these courses of action on the customer and the world. “The consumer, so it is said, is the king.... each is a voter who uses his money as votes to get the things done that he wants done” (Samuelson in Oxford Dictionary of 20th Century Quotations, 2000:274).

There is no doubt about the fact that the customers are vital to the financial system of all nations. All marketing decisions

It is a fact that the customers voice one suggestion but follow another idea. Customers at times do not follow their inner stimulus. Even they may react according to the pressures that tend to change their decisions at the eleventh hour. These issues have directed towards the theories similar to that of the black box approach taken on by Futrell (2000:67). The theory points to the inability of the dealers to knock into the consumer thoughts and in this way maintaining them in the vague. On the other hand, dealers should motivate in a variety of ways and perceive the behaviour of the customers nevertheless the dealers will not be able to identify the consumers’ genuine judgement. The concealed detail is regarded as the black box, in the endeavour of getting a few perceptions on the dealers’ analysis of the consumer

With the help of free and meandering discussion strategy the personality characteristics, attitude, prejudices, feelings and the likes can be disclosed which in turn would provide the psychoanalyst the necessary awareness into the personal and social influences which resolve the buying behaviour. Traditions, cultural sub groups, and communal sects are predominantly imperative drives on customer purchasing nature. An individual’s desires and attitude is determined by the culture which is the basic disadvantage of humanity. A child obtains values, perceptions, preferences and behaviours with the association of its family and other essential establishments. Besides cultural factors, social factors like reference groups and family, social roles and statuses have an effect on customer’s purchasing behaviour. Also the individual qualities such as age phase in the wheel of life, profession, financial stability, personality, self-concept, lifestyle and values manipulate a purchaser’s decision. It is vital for traders to keep track of the purchasers vigilantly as a lot of these qualities have absolutely point-blank effect on consumer buying