Positioning of a firm generally depends on the perceived image of a firm or a product in the eyes of the customer. The extent of market competition has led the customer to be perceived as the most important stakeholder of a firm or an organization.
Marketers and researchers have often used the term consumer buying behaviour to explain the buying behaviour of the customer. They have tried to analyse the factors that have tried to influence it. Consumer buying behaviour can be defined as the psychological process behind the purchase making decision of a customer1.
There are various models that try to define the consumer buying behaviour. The Black Box Model is the one that attempts to provide an insight into the factors that are taken into consideration by a customer while making a purchase decision2.
The Black Box model of consumer buying behaviour states that the purchase decision of a customer is defined by certain external as well as internal factors. The external factors constitute aspects like economic factors, media, technologies, politics as well as social factors. Social factors are generally believed to be affected by the influence of peers of the customer as well as the demographic demands of that region. Finally the marketing mix also plays a major role in deciding the purchase act of a customer. These factors are analysed by the internal thought process of the customer which is also referred as the ‘Black Box’. This takes into account the emotional factors of a customer3.
As stated by the Black Box model, emotions play a major role in the purchase decision of a customer. Recent studies have indicated that often this aspect is being ignored by the marketers who try to influence the customer by using various aspects of the marketing mix. The importance of emotions in consumer buying behaviour is considered to be very important as most of the elements of