Modelling consumer behaviour conceptually through the seven Ps of marketing: A revised theoretical generic consumer stimulus-response model
Abstract
Hypothesising in the marketing stimuli component of existing consumer stimulus-response
models is limited to the traditional four Ps of marketing—i.e. product, price, promotion,
and place. This underplays the important role played by the soft elements of marketing —
i.e. people, processes, and physical evidence — in shaping consumer behaviour. The
significance of the three soft Ps is recognised in emergent specialist marketing literature
such as corporate identity, branding, relationship marketing, services marketing and selected
generic marketing and consumer behaviour literature. This paper reviews two seminal complex
and eight simplified frameworks of consumer behaviour, alongside the above-stated literature,
to conceptually validate the notion that the soft elements of marketing influence customer
response in both tangible goods- and service-dominant sectors. Leading academics have
insisted on interpreting the soft Ps of marketing as relevant to service organisations only,
notwithstanding the growing evidence that the Ps are also suitable to manufacturing firms.
Accordingly, the theoretical implication for this paper is that; the marketing stimuli
component of consumer stimulus-response models should be modified to include the soft
Ps. This implies that marketers, regardless of the sector they work in, should apply the seven
Ps of marketing to craft responsive operational marketing strategies. Consequently, the paper
proposes a revised theoretical generic consumer stimulus-response model that encompasses
the soft elements of marketing.
Additional Citation Information
Muzondo, Noel. (2016). Modelling consumer behaviour conceptually through the seven Ps of marketing: A revised theoretical generic consumer stimulus-response model. University of Zimbabwe Business Review, 4 (1), 89-107.Publisher
University of Zimbabwe, Faculty of Commerce
Subject
Consumer behaviourMarketing mix
Physical evidence
Processes
People
Four Ps
Seven Ps
Soft Ps