Consumer Behaviour: A Review of Grand Models and Recent Research

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.