MODELS

OF
CONSUMER
BEHAVIOUR
 Models Of Consumer
Behaviour
Harward seth model
Nicosia
Webster and wind
Engel, balckwell and minard model
Howard & Sheth model
The model claims that a persons purchase decision
is often influenced by more than one individuals.
A family buying decision involves multiple
influences from its members.
This theory shows the concept of role structure,
that is individuals members of the family takes on
roles such as collecting information, deciding on
the information budget, etc.
The theory also states that retailers /businesses are
not only dealing with a homogeneous unit but a
collection of individuals with different goals, needs,
motives and interests.
Models of Consumer Behaviour
Howard & Sheth model

Acoording to the model, the 'inputs' (stimuli) that

the consumer receives from his or her
environment are:
1. significative - the 'real' (physical) aspects of the
product or service (which the co make use of)
2. symbolic - the ideas or images attached by the
supplier (for example by advertising)
3. social - the ideas or images attached to the
product or service by 'society' (for example, by
reference groups)
 Models of Consumer Behaviour
-Howard & Sheth model
The 'outputs' are what happens, the consumer's
actions, as observable results of the input
stimuli.
Between the inputs and outputs are the
'constructs', the processes which the consumer
goes through to decide upon his or her actions.
Howard and Sheth group these into two areas:
1. perceptual - those concerned with obtaining and
handling information about the product or
service
2. learning - the processes of learning that lead to
the decision itself
 example

Online shopping
 Nicosia model

Proposed by Francesco Nicosia in 1970s

Incomplete in a number of aspects, very
reductionist

Variables in the model have not been

clearly defined
 A number of assumptions have been made that
question the validity of this model, for instance:

What type of consumer are we talking about?

The company and the consumer have an existing
relationship? What type?
Is this for a new product? Is this the first exchange
the consumer has had with the producer?
 example

Four-wheelers
 Engel, Blackwell and minard model

Information input

Information processing

Decision process stage

Variables influencing decision making

process
 The Engel-Kollat-Blackwell (EKB) model.

First developed in 1968.

A key feature of the EKB model is the
differences between high and low
involvement as part of the buying
process.
High involvement is present in the
high risk purchase
Low involvement is present in the low
risk purchase.
 Models of Consumer Behaviour
The Engel-Kollat-Blackwell (EKB) model

Consumers are seen as active agents

following rules of behaviour, fairly easy to
follow and implement because they require
only a limited amount of information and
capability of elaboration
For instance, a consumer, being aware of
a certain need and believing a certain good
category satisfies it, might fix a maximum
price he/she can afford and search for the
best good available under such a
constraint.
 example

Garment sector
Social class
Family
Lifestyle
Personality
Beliefs
attitudes
 Webster and wind
partitiones the buying process into
several processes

processes of decision-making are

determined by environmental and
organizational factors.

Final buying process rendered as the

mixture of individual and group decision
 example

Automobile

manufacturing
B2B business

Purchasing tires