Consumer Behaviour: A Review of Grand Models and Recent Research

This structured abstract reviews the topic of ‘Consumer Behaviour’ through the research conducted by Milner, Mehra, Peighambari and Arshi. It summarizes the theory and how it was developed, similar and different findings in the four articles, limitations, and future research directions.

BMO6630-Business Research method 1
BMO6630-Business Research method
By Student’s Name
Course + Code
Class
Institution
Date

BMO6630-Business Research method 2
Assessment 1: Structured Abstract
This structured abstract will review the topic of ‘Consumer Behaviour’ through the research
conducted by Milner, Mehra, Peighambari and Arshi.
1. Briefly summarize the theory and how it was developed?
Milner, (2013), confirms that most decision making influential theories were
developed by researchers in the 60s and 70s. These are the grand models of consumer
behaviors. Researchers used theories from other disciplines even before Milner, (2013)
research was developed. Though other theories have been developed, grand models are the
ones mostly used in consumer decision making. The grand models try to theoretically explain
the behaviors of consumers.
Milner, (2013), asserts that the process of decision making occurs in several distinct
and intricate stages. This is the main idea behind the grand model. In this model, there are
five distinct stage which include the following:
o Problem recognition
o Searching for information
o Evaluating and selecting of the best alternatives
o Selecting and purchasing of an outlet
o Post purchasing stage.
The grand model approach relies on the basic characteristics a consumer has. The
perception behind this idea is that the behaviors of consumers tend to be constant and
uniform. The focus is on the behavior of consumers which is viewed to be a practical and
functional concept (Milner, 2013). This model states that consumers search regularly, select
best alternatives and record the information obtained then will choose the best out of the
alternatives to make better decisions. Consumer’s feedback after purchasing a product is then

BMO6630-Business Research method 3
recorded for future forecasting. The destination choice model is another theory that can be
used in this analysis.
The Grounded approach used in collection of data and result evaluation by
Peighambari, (2016), was supported by the Outsider approach. Researches by Peighambari,
(2016), a on consumer behaviors indicated that some of the most used approaches included
the following Theory of Planned Behavior, Theory of reasoned action, Expectation
Confirmation theory and Innovation Diffusion theory. All the above theories were developed
from Grand model approaches.
2. Similar findings in the four Articles
The articles state that there are certain concepts which have an effect to the behaviors
of consumers. Peighambari, (2016) focus is on social media and how it influences behaviors
of consumers in developing their trust in purchasing. Peighambari, (2016) focus is on online
shopping when analyzing the behaviors of consumers. Here the major issue was on security
that had an influence on their behaviors. Peighambari, (2016) focus was on the level of
incomes that also have effects on the consumer behavioral patterns. Peighambari, (2016),
major focus is that the most important aspect in the consumer behaviors is the information.
This is essential in determining the purchasing power of consumers. Information about the
product or services offered are the most important.
Another common thing among the researchers is decision making. The decision-
making process among the consumers will vary according to their experiences and
information about a product or service offered (Milner, 2013). Previously-made decisions
have an effect on the current decisions of consumers, but in case other information are added
then these decisions have to be adjusted. The behaviors of a consumer are successive and
always changing with new skills or experience. The consumer’s behaviors are driven by the
needs of this particular consumers and how this need is addressed differently.

BMO6630-Business Research method 4
3. Different findings in the four articles.
Though all the four researches address some similar concepts of consumer behaviors,
they were conducted under differing perspectives and thus their objectives differed. So, it is
quite difficult to directly make comparisons from the researches.
Arshi, (2017) researches were mainly conducted to build up a theory which could
address the decision-making process in conference meetings. These researches were based on
the traditional theories of the consumer behavioral patterns. Mehra, (2016), asserts that the
grand models of decision making process is significant in conference meetings.
Milner, (2013), on the other hand focus on the level of income. He asserts that income
changes have either a positive or negative effect on consumer behaviors. A transformation
model technique was developed to explain phases of consumer purchasing patterns. Some
consumers feel relieved even with a low income since they come to understand that even with
low incomes they can still be satisfied. Their skills of budgeting also improve.
Peighambari, (2016), compares the consumers of Britain and those of Turkey based
on their online shopping. He confirms that level of satisfaction in both countries influence the
behaviors of consumers. In both countries, he confirms that online shopping was more
prominent in Britain as compared to Turkey. This is due to security reasons in Turkey and
thus less online shoppers.
Mehra, (2016), major focus was on social media and how different factors affect the
purchasing patterns of consumers. He establishes that many Chinese consumers will obtain
information about products from the social media. He looks at how several factors
influencing the purchasing patterns of consumers. Some of the factors include the trust level,
risks and values of businesses. The above three factors also influence the behaviors of
consumers.

BMO6630-Business Research method 5
4. Discussion of limitations (quantitative, qualitative).
Peighambari, (2016), uses secondary data where a qualitative assessment of the grand
model was done. Here there was no primary data. Peighambari, (2016), also, states that his
study was not successful because they encountered few respondents who had no extreme
financial losses as they had anticipated. Secondly, this study depended on the location of
place and that is why it was done in Netherlands and no other place.
Arshi, (2017), encountered a challenge especially on the number of consumers since
only a few consumers shopped online. Arshi, (2017), also, encountered methodological
challenges. He used convenient sampling that led to self-selection bias. The quantitative
approach had more limitations as compared to Qualitative approach especially on the sample
selection methods. The qualitative approach is effective in small samples.
5. Future research directions
Peighambari, (2016), suggested that the traditional consumer behaviors are supposed
to be evaluated and used in future approaches. Peighambari, (2016), also, proposes that the
transformational approach is effective especially when consumers have changes in their
incomes. Mehra, (2016), recommends that future researches must focus on the youth to look
at future behaviors of consumers. Mehra, (2016), further suggests that conducting a
reconnaissance will be essential before the actual research. Other recommendations are that
they should look at the internet and online shopping. Researchers are also encouraged to look
at the differences in population and samples before actual research.

BMO6630-Business Research method 6
Bibliography
Mehra, P., 2016. Consumer Preferences and Purchase Decision-making for Micro-packs—
An Empirical Study. The Journal of Business Perspective, 20(3), pp. 15-23.
Milner, T., 2013. A review of consumer decision-making models and development of a new
model for financial services, Wollongong: University of Wollongong.
Peighambari, K., 2016. Consumer Behavior Research, New York: SAGE Journals.
Tahseen Arshi, M. S. &. V. T. N., 2017. A Modified Consumer Decision Making Model for
Online Shopping: A Structure Equation Modelling Approach. International Journal of
Economics, Commerce and Management, 5(2), pp. 57-65.