Top 10 Consumer Buying Behaviour Models Explained

Consumer buying behaviour models help you study patterns, decisions, and processes that influence how your customers select, purchase, and use your products.

These models draw on deep insights from multiple social science disciplines, including anthropology, psychology, sociology, and economics, to provide a framework for understanding how your consumers make decisions.

Including these models in your branding and marketing helps you think clearly on the two key questions every brand struggles to understand, that is

1. How do potential buyers decide which products to purchase?
2. What factors influence their decision-making process and how?

This blog outlines major consumer buying behaviour models, you can use to anticipate your consumer’s buying intent better.

Top Consumer Buying Behaviour Models for E-commerce Brands

Here are the most influential consumer buying behaviour models your e-commerce brands will benefit from if implemented properly in marketing and overall brand-building exercises.

Stimulus-Response Model (1967)

The Stimulus-Response Model, aka the Black Box Model, studies how shoppers respond to different marketing stimuli by understanding their characteristics and decision-making process. 

It suggests that external factors can trigger their buying intent, which leads to purchase decisions.

• Marketing stimuli: Created and planned by companies (product, price, place, promotion)
• Environmental stimuli: Result of societal factors based on economic, political, and cultural situations
• Buyer's black box: Includes buyer's characteristics and decision process
• Buyer's response: The ultimate purchase decision and post-purchase behaviour

Howard-Sheth Model (1969)

The Howard-Sheth Model helps you figure out the consumer's decision-making thought process across three levels of interaction with your brand. 

1. Extensive Problem Solving (EPS): Consumers with limited knowledge about your brand
2. Limited Problem Solving (LPS): Consumers are partially aware of your products
3. Routinised Response Behaviour (RRB): Consumers who purchase from you repeatedly due to past interaction

Engel-Kollat-Blackwell Model (1968)

The Engel-Kollat-Blackwell Model is used to create a detailed roadmap of the consumer journey by breaking down individual customer behaviour into four sections.

• Decision process stage: When people identify a problem and start looking for a solution through a first search or alternative assessment
• Information input stage: When customers acknowledge your advertising and other marketing activities like ads, OOH or content
• Information processing stage: When they engage with your marketing, consumers’ exposure, attention, comprehension, acceptance, and retention of information
• Variables influencing the decision process: Individual characteristics, social influences, and situational factors

Nicosia Model (1966)

The Nicosia Model talks about the cyclical nature of the consumer-brand relationship, where post-purchase experiences influence customer’s future buying decisions.

It places consumers and future shoppers at its centre and acknowledges that they can affect brands through their actions or engagement.

Bettman's Information Processing Model (1979)

Bettman's model suggests that consumers have limited information processing ability and rarely investigate available options in depth.

Basically, what the model emphasises is the need to provide customers with an easy buying experience with simple-to-understand product information. 

It explains why features like product filters, comparison tools, and customer reviews are so effective in e-commerce.

Maslow's Hierarchy of Needs Theory (1943)

Maslow's Hierarchy of Needs, as the name suggests, categorises customers' needs in a multi-level hierarchy.

1. Physiological needs: Air, food, water, shelter, clothing, rest
2. Security needs: Personal protection, financial security, health
3. Social needs: Belonging, relationships, friendships
4. Esteem needs: Respect, dignity, recognition
5. Self-actualisation needs: Reaching one's full potential

This theory helps you to identify which need levels your products address and tailor marketing accordingly. 

For example, luxury brands often appeal to esteem needs, while essential product companies focus on security or physiological needs.

Fishbein's Multi-Attribute Model (1973)

Fishbein's model is perfect for brands that compete in categories where products have multiple comparable features. 

Because it focuses on how consumers evaluate brand alternatives based on specific attributes.

1. Customers examine certain product attributes
2. They form beliefs about whether your product possesses those attributes
3. They develop attitudes toward products based on all relevant attributes

It explains why components such as detailed product specifications and comparison tables work so well on marketplaces and websites, as it helps consumers compare and pick the right product that fits all their desired attributes.

Theory of Reasoned Action (1975)

Proposed by Martin Fishbein and Ice Ajzen, this theory adds behavioural intention as a part of the concept of conviction.

In simple terms, it means that often behaviour and circumstances limit the impact of attitude on customers’ decision-making behaviour.

Let's say a shopper visits your website, adds products to cart and proceeds to checkout. So far, the buying attitude is on, but they face difficulty in completing the checkout for whatever reason.

Now, as per the theory, this uncertain change in circumstance might make the customer quit the purchase in between, resulting in lost sales.

Hawkins Stern Impulse Buying (1962)

Hawkins’ model talks about irrational buying reasons and impulse purchases as an important aspect of the consumer thought process.

These are mostly triggered by external stimuli rather than planned decision-making.

For example, those random Facebook or Instagram ads with limited-time offers, personalised recommendations or new launches are designed to get users to impulse buy.

Sheth Family Decision-Making Model (1969)

According to this model, middle-class families, including newly married couples and those with few set family roles, are more likely to make joint buying decisions, especially when  

• Purchasing expensive items like furniture, appliances, or vacation packages
• The stakes are clear, there is mutual agreement on buying specific products, either for a special occasion or just randomly
• There is adequate time to analyse other options

Factors Influencing Consumer Buying Behaviour

Understanding consumer buying behaviour models also requires studying several factors that shape/influence how shoppers perceive your products, evaluate options, and ultimately make a purchase.

1. Cultural Factors

2. Social Factors

3. Personal Factors

4. Psychological Factors

5. Situational Factors

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Application of Consumer Behaviour Models in E-commerce

Now let's take a look at how you can use these consumer buying behaviour models in your business.

The Stimulus-Response Model in Action

Use the Stimulus-Response (Black Box) Model to 

• A/B test product pages to identify which elements (images, descriptions, prices) prompt higher conversion rates

• Launch email marketing campaigns designed around specific triggers that have been shown to generate responses

For example, when a website displays "Customers who bought this also bought" recommendations, it applies this model by encouraging customers to consider additional items through relevant suggestions.

Applying the Howard-Sheth Model for Different Customer Types

Through the Howard-Sheth Model, you can 

• Segment visitors based on browsing history and purchase data

• Create different content for customers in different stages
  
  • For first-time visitors (Extensive Problem Solving): Detailed product information, comparisons, and educational content
  • For returning visitors (Limited Problem Solving): Tabled information focusing on differentiators
  • For loyal customers (Routinised Response Behaviour): Quick reordering options and loyalty rewards

You can show a limited-time offer or a first-purchase discount to first-time customers, and quick "buy again" options for returning customers.

Bettman's Information Processing Model for Simplifying Choices

Bettman's model can be used to make it easier for customers to discover, evaluate and finalise products through features like 

• Filtering options that help customers narrow down choices

• "Best seller" badges that serve as decision shortcuts

• Featured reviews that highlight key product benefits

• Simplified information presentation with clear headings and bullet points

Content Marketing Approaches

The Howard-Sheth and EKB models emphasise how different types of content help support customers throughout their shopping journey. 

Content such as 

• Educational content helps you address problem awareness for new customers
• Comparison guides for evaluation stage customers
• User-generated content, like reviews, to build trust

• How-to guides and tutorials for post-purchase support

Trust-Building Mechanisms

All consumer behaviour models mention credibility, integrity and goodness to be important factors for customers during online shopping.

Provide consumers with 

• Clear return policies to eliminate perceived risk

• Security badges and assurances on the checkout page

• Authentic customer reviews and testimonials
• Transparency about shipping costs and delivery times

Loyalty Program Design

The Sheth Family Decision-Making Model says that appropriately designed loyalty programs help improve customer retention, and programs which offer cash, discounts and promotional offers build loyalty.

• Simple point systems that are easy to understand
• Tiered rewards to encourage engagement
• Exclusive benefits for loyal customers
• Personalised rewards based on purchase history and preferences

To Wrap It Up

To make the most out of these consumer buying behaviour models, you must apply them in combination instead of in isolation; this will help you to create complete strategies that address the challenges of consumer behaviour. 

Be sure to involve data and customer feedback in your approaches to better your conversion rates, customer experience, and long-term loyalty.

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FAQs (Frequently Asked Questions On Consumer Buying Behaviour Model)

What does VALS stand for in consumer buying behaviour?

VALS stands for Values, Attitudes, and Lifestyles Segmentation, a framework that groups consumers based on their psychological traits and purchasing motivations.

What is the CDJ in marketing?

CDJ means Customer Decision Journey, it maps the steps customers take from awareness to purchase, including research, evaluation and post-purchase phases.

What is tapestry segmentation?

Tapestry segmentation divides markets into distinct neighbourhood types based on socioeconomic and demographic factors to predict consumer preferences and buying patterns.