Internal Factors Influencing Consumer Behaviour – EKB Consumer Behavior Model “People don’t buy for logical reasons. They buy for emotional reasons.” – Zig Ziglar
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- 1 Internal Factors Influencing Consumer Behaviour
- 2 Consumer Decision Process [buyer Decision Process]
Internal Factors Influencing Consumer Behaviour
What is the Engel Collette Blackwell model? The Engel Collett Blackwell model is a cognitive process model of consumer behavior that helps predict what customers will buy.
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The EKB model was created in 1968. This model then underwent several revisions, updates and improvements in the 1990s until it became the Engel, Blackwell and Miniard Model (EBM).
This model is also called the consumer decision model. The model is “structured around a seven-point decision-making process: internal and external information search, evaluation of alternatives, purchase, post-purchase reflection, and finally, divestment” (Solomon, Russell-Bennett, & Prewitt, 2012). A user identifies needs before proceeding with research based on the complexity of the problem at hand.
Pre-purchase evaluation of options is done after a person has explored the available options based on beliefs, resource availability, and environmental factors. Someone then buys goods or services based on their use. After consumption, consumers perform post-consumption analysis, which in most cases is called feedback. The divestment stage is only peripheral to the process, and recognizes that at some point the goods or services will be sold.
The Engel Collett Blackwell model of consumer behavior was created to describe the rapidly growing body of knowledge about consumer behavior. This model, like other models, has undergone several revisions to improve its descriptive capabilities about the fundamental relationships between components and subcomponents.
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Angle Collett Blackwell’s model of consumer behavior includes many factors that influence consumer decision making such as values, lifestyle, personality and culture. The model does not show what factors shape these objects, and why different personality types may produce different decision-making abilities. How do we apply these values to deal with different personalities? Religion can explain some characteristics of consumer behavior, and this will lead to a better understanding of the model and a more comprehensive view of decision making.
It is important to note that the consumer decision-making process has many different names, including but not limited to buyer’s journey, buying cycle, buyer’s funnel, and consumer buying decision process. But all of these names essentially refer to the same thing: the journey a customer takes when making a purchase.
Now, to show you how these stages of the purchasing decision process play out in real life, here is an example of a consumer purchasing process that illustrates each step and method during each stage for maximum results for your e-commerce brand.
The need recognition stage in the consumer decision making process begins when the consumer perceives a need. The need arises for two reasons:
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Whether the primary reason is vanity or convenience, at the most basic level, almost all purchases are driven by real or perceived physical or emotional needs. The reasons behind these motivations can be social (the desire to look attractive and dress well) or functional (the need for a better computer to work more effectively), but they have the same basis.
We buy groceries because without food in the house, we will starve. We buy new clothes because we’re going to be cold, or we realize that everyone has the latest handbags in season, and we don’t want to miss out.
Think about it: Why would anyone start looking for a new camera? Chances are their old camera isn’t working well anymore, or they just want a better camera. They might be on holiday. Or maybe they want to give the camera as a gift to their sister who has just given birth to her first child.
How does this relate to physical needs? easy Without a camera, they won’t be able to document special moments; Therefore, they have an emotional desire to immortalize these moments so they are happy and not sad.
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This emotional desire is the internal stimulus in this situation. Of course, cameras are not a necessity to save lives, but they fulfill a major emotional need.
What happens after someone identifies a need? They started looking for a solution! Which brings us to the next stage of the customer journey: searching for information.
As soon as consumers recognize a need and start looking for an answer, you need to be there to help! And where do today’s consumers usually look for answers? Google!
Now that customers have realized the need to get a new camera, it is time to find a solution to their problem. In this phase, you need to get in front of users who are looking for answers.
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The amount of information a customer needs to seek depends on how much he or she knows about the available solutions as well as the complexity of the choices. For example, someone is looking for a camera as a gift, and he doesn’t know what type of camera he wants, or what features he needs.
He will need more information than someone who already knows exactly what type of camera he wants to buy, but needs to find the right product and the right way to buy it.
So how do customers search for information? By using internal information (their previous knowledge of a product or brand) as well as external information (information about a product or brand from friends or family, reviews, endorsements, press reviews, etc.).
One of the biggest ways to optimize your online business during the need identification and awareness phase is to ensure your business appears in search results – and what users see makes an impression.
Factors That Influence Consumer Buying Behavior
Now that users have done their research, it is time to evaluate their options and see if any of the options are promising. During this stage, buyers become familiar with your brand and are brought to your site to consider whether to buy from you or a competitor.
Consumers make purchasing decisions based on which option best suits their needs, and to minimize the risk of a bad investment, they will ensure that there is no better option for them.
If you are a camera seller or brand, your goal in the consideration stage is to convince customers that your camera is the best choice. And the most effective way to do this is to keep them on your site longer and find ways to earn their trust.
Consumers will first consider the objective features of your camera. Does it have all the features I want? Is it easy to use? Does it fit my budget? Then, the individual thought will begin: Do it
Consumer Decision Process [buyer Decision Process]
Do you think it has all the features it should have? Is anyone else who bought this having trouble learning how to use it? Is this generally considered good value for money?
You only have one chance – so you have to make the most of it. Of course, your site must be informative, competitively priced, clear pricing, etc. But if you’re similar to your competitors in every way, it’s word of mouth from existing customers that will set you apart.
OK, now it’s time to make money. This is the stage when customers are ready to buy, have decided where and what they want to buy, and are ready to take out their credit card.
But wait! not so fast you can still lose customers at this stage. This is the stage when the shopping experience is key – it’s important to make it as easy as possible.
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Let’s say your potential customer has reached the checkout stage of his purchase, and changes his mind: What if the recipient wants another camera? What if this camera doesn’t have the key features the recipient wants? How difficult will it be for the recipient to return the camera if it doesn’t meet their needs?
These shoppers will most likely abandon their cart, and return to the search stage. Maybe he’ll come back to your site, but maybe he won’t. Your goal at this stage is to get him to complete the purchase
Many businesses choose to display reviews on the checkout page. This can be effective if done correctly. You should focus on building trust, but don’t distract customers from completing the purchase.
If you want to display user-generated content at checkout, use site reviews, not customer photos or product reviews, and make sure the content is non-clickable. You want to focus on building trust and not on distractions.
Factors Influencing Consumer Behavior
In this stage of the consumer purchasing decision process, consumers reflect on their recent purchases. They think about how the brand makes them feel, whether it is a good investment, and most importantly, whether they will return to the brand for future purchases and recommend the brand to their friends and family.
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