Can u pls make up a title for me anything to do with marktering - Literature review Example

In the earlier times, shop keepers were able to acquire a fair understanding of consumer behaviour because they sold their products directly to the customers. However, with the increasing growth in the size of firms, opportunities of direct contact with consumers have lowered. Increasingly, managers are investing more to gain an insight on consumer behaviour. As a consequence, business and academic researchers invest more resources in studying consumer energy for the improvement of businesses.

One of the oldest models in regards to consumer behaviour is ‘stimulus-behaviour model’. The following model propagates that marketing and other stimuli influence the buyer’s black box, producing certain responses (The Institute for Working Futures, n.d.). The stimuli can be of two kinds. The marketing stimuli or the marketing mix consist of 4 P’s including product, price, place and promotion. Others include economic, technological, political and cultural stimuli. All these stimuli move through the consumers’ black box and help them to make the product choice, brand choice, purchasing timing and purchasing amount.

Apart from this simplified model, several other models have been developed by the marketing scholars in the field of ‘consumer behaviour’. The most prominent models have been developed by John A. Howard and Jagdish N Sheth, Francesco M. Nicosia, James F. Engel, Roger D. Blackwell and David T. Kollat. The five stage model of buying process includes steps like recognizing the problems, searching for information, evaluating the alternatives, purchasing decision and post purchase behaviour of the consumers.

After purchasing the products, the buyer is expected to feel some level of satisfaction or dissatisfaction regarding the product or service acquired. The number of organisational buying processes can be quite