a pyramid, at the bottom is the most fundamental level of need and in the top is (Maslow, 1943). The main purpose of many of these economic need-theories is to make needs profitable. When a marketer knows what the motives or drives of a consumer are, he can try to full-fill these needs. The fulfilling of these needs can be done by offering a product that introduces a proper solution. Alongside these needs, there are a lot of other influences that determines how persons will full-fill these needs. In the literature the separation between individual and environmental influences is made. In table 1, the most common determinants are listed. Table 1 Individual Influences Environmental Influences Demographics social class Psychographics culture Personality ethnicity Motivation Knowledge Beliefs family Feelings household group Attitudes/intention personal influence situation To combine the need theory and the influencing determinants theory, a model is developed to research the of consumer For this research, “structure choice process” (Bettman, 1970). Bettman investigated five different households on their buying process, with 37 different cues/questions. He estimates which cues are important for the consumer choice process and divided them into three different categories: the individual-, environmental- and attribute cues. These three main categories could be used to predict the choice process of a consumer. A year after his first publication, Bettman already improved his original model (Bettman, 1971). In this article, he simplified his previous model by decreasing the number of questions, and by introducing a tree diagram. In this way he used lesser connection and pairs of nodes, so the survey was easier to use for market researchers. As a consequence of this decrease in questions, the prediction of the last model of consumer choice accuracy dropped from 90% to 70%. A criticism on this theory is that the consumption pattern of each new consumer has to be analysed. So, this type of research because for every isn’t effective consumer a new tree diagram has to be developed (Hansen, 1969). This concludes that if consumer behaviour theories are combined together with needs models theory, the effects from intern and extern factors are explained. Consumers use these internal, external and attribute influences to decide which product to buy. These factors
a pyramid, at the bottom is the most fundamental level of need and in the top is (Maslow, 1943). The main purpose of many of these economic need-theories is to make needs profitable. When a marketer knows what the motives or drives of a consumer are, he can try to full-fill these needs. The fulfilling of these needs can be done by offering a product that introduces a proper solution. Alongside these needs, there are a lot of other influences that determines how persons will full-fill these needs. In the literature the separation between individual and environmental influences is made. In table 1, the most common determinants are listed. Table 1 Individual Influences Environmental Influences Demographics Psychographics Personality Motivation Knowledge Beliefs Feelings Attitudes/intention social class culture ethnicity family household group personal influence situation To combine the need theory and the influencing determinants theory, a model is developed to research the “structure of consumer choice process” (Bettman, 1970). For this research, Bettman investigated five different households on their buying process, with 37 different cues/questions. He estimates which cues are important for the consumer choice process and divided them into three different categories: the individual-, environmental- and attribute cues. These three main categories could be used to predict the choice process of a consumer. A year after his first publication, Bettman already improved his original model (Bettman, 1971). In this article, he simplified his previous model by decreasing the number of questions, and by introducing a tree diagram. In this way he used lesser connection and pairs of nodes, so the survey was easier to use for market researchers. As a consequence of this decrease in questions, the prediction of the last model of consumer choice accuracy dropped from 90% to 70%. A criticism on this theory is that the consumption pattern of each new consumer has to be analysed. So, this type of research isn’t effective because for every consumer a new tree diagram has to be developed (Hansen, 1969). This concludes that if consumer behaviour theories are combined together with needs models theory, the effects from intern and extern factors are explained. Consumers use these internal, external and attribute influences to decide which product to buy. These factors
Huige%2C%20Ad%20%28308810%29.docx