The Black Box Model (Kotler), the model suggests the factors external to the consumer will act as a stimulus for behavior, but that the consumer's personal characteristics and decision- making process will interact with the stimulus before a particular behavioral response is generated.
To apply to Gen Y, the stimuli are the external factors are the reason for a gen y consumer to method of gaining interest. From the marketing mix all 4 areas have a major affect to the gen y consumer, especially the product and promotion and price, the product is their interest, want or need but the promotion is likely to gain attention of the product leading to the Transformer part of the model instantly but other external factors such as lifestyle and social aspects have a bigger impact as they are likely to purchase a product that suits to their lifestyle, known as the social trend. Again the topic of technology places a huge part of Generation Y's lives, therefore Apple Brands products (iphone, ipod, ipad) and other brands representing the same idea such as samsung (tablet, smartphone) play a huge influence on Generation daily lives, it then means that they are the aspects which make the gen y consumer have that interest of the product. Looking at the Transformer part of the model, this is what gen y consumers are thinking such as their internal influnces of lifestyle,motivation and need and beliefs and values. For example a motivation for purchasing an ipod is due to listening to music, if they travel on long days or they like to listen to music when they train or workout which is apart of their lifestyle, this takes them to the decision making process, which allows them to figure out the problem solving of purchasing an ipod (listening to music for entertainment purposes, yet again gaining information of the product such as references from family and friends or the person selling the product. The decision making process also allows the consumer to have an idea of what the purchase can lead to such as the post purchase is what they think they will be doing once they have the product. Finally the responses is whether they have bought the product or not?
In regards of the purchase, they evaluate the product (ipod) , brand , the information, the payment method in which leads to the consumer satisfaction. If they do not buy the product then that is it yet they went through many process just to make a decision.
The Model below show that there are 4 aspects which lead the consumer to purchase a product or service, that is cultural, social, personal and psychological leading to be the BUYER!
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