A Review and Integration of the Partial Models of Consumer Behaviour

Business organizations offer products with the hope of providing consumers with satisfaction and to earn maximum returns. To achieve these objectives, it is important that managers understand how target consumers behave and the factors that influence their buying patterns. Models of consumer behaviour are vital tools for this purpose. However, the models available for managers to rely on have one criticism or the other. It is argued that the partial models are limited in scope and so do not provide an in-depth understanding of consumer behaviour while the comprehensive models are too complicated and complex. Consequently, this paper presents a review of the partial models of consumer behaviour (economic, linear experimental, psychoanalytic and sociological models) by recognizing their contributions and limitations in explaining consumer behaviour. Following this review, a simplified comprehensive model that integrates the views of the partial models as well as marketing-mix variables and relationships identified by the authors is proposed. Keywords: consumer behaviour, business organizations, buying pattern, influences, model, consumer purchase decisio