07. What impact did Kotler have on the modelling of buyer behaviour?
According to authors Philip Kotler and Gary Armstrong, the basic model of consumer decision making involves a 5 step process:
- need recognition;
- information search;
- evaluation of alternatives;
- purchase decision;
- post purchase behavior.
Kotler et al. (2005) utilized the stimulus-response model to study consumer behavior. According to them, the model indicated how consumers react to each stimulus and how each individual characteristics and decision making process has a huge influence on decision to buy