Studie chování zákazníků je založena na chování spotřebitele při nákupu, kde zákazník hraje tři různé role - uživatel, plátce a kupující.
== Black box model ==
The black box model shows the interaction of stimuli, consumer characteristics, [[Rozhodování|decision process]] and consumer responses.<ref name="sandhusen218">Sandhusen, Richard L.: ''Marketing'' (2000). </ref> It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people).<ref name="sandhusen219">Sandhusen, Richard L.: ''Marketing'' (2000). </ref> The black box model is related to the [[Černá skříňka (kybernetika)|black box theory]] of [[Behaviorismus|behaviorism]], where the focus is not set on the processes ''inside'' a consumer, but the ''relation'' between the stimuli and the response of the consumer. The marketing stimuli are planned and processed by the companies, whereas the environmental stimulus are given by social factors, based on the economical, political and cultural circumstances of a society. The buyer's black box contains the buyer characteristics and the decision process, which determines the buyer's responses.
