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.