MODELS OF CONSUMER BEHAVIOUR - HOWARD SHETH MODEL
HOWARD SHETH MODEL:
This model was proposed by keeping both the industrial & consumer products, in order to give an understanding about great variety of behaviours. It shows the rational brand choice behaviour by buyer under conditions of incomplete information. It proposes levels of decisions making.
Extensive Problem Solving:
In this the customer does not have any basic information about the band and any preferences for any product. Then he will find information about all brands from the market before purchase.
Limited Problem Solving:
In this, customer has little knowledge about brands and market. This is an advance stage where the choice criterion is defined but the exact solution of the problem is unknown to the customer.
There are four components describe in the model which causes the actual purchase behaviour.
Input Variables
Out Put variables
Hypothetical Constructs
Exogenous Variable
The input variable consists of some stimulate which serves as the information to the consumer.
- Significative Stimuli: This is the elements of the brands which the consumer comes across.
- Symbolic Stimuli: This consists of the stimuli which the producer shows about the various attributes /benefits of his product.
- Social Stimuli: This consist of those environmental factors which can act as the source of input.
Output variable: This output is the ultimate response of the consumer. In order to come to a conclusion regarding the purchase consideration he follows sequential order.
Attention —– Comprehension —– Attitude—– Interruption—- Purchase Behaviour
The consumer first is attentive towards the various stimuli which help him in comprehensive about various brands. He then develops an attitude for the product due to which he has same intention regarding the purchase decisions.
Hypothetic Construct: These are the interviewing variables which influence the customers output decision. It consists of major variables.
- Perceptual Constructs
- Learning Constructs
Perceptual Constructs: This helps in the information processing for the selecting of a brand. It consists of three steps.
Sensitively to information: Where in the customer is open to the options available to him
Perceptual Bias: The consumer then has a biased opinion regarding the various brands, because he perceives each brand differently.
Search for Information: The consumer further searches for information in order to come to a conclusion.
Learning Constructs: This involves the formation of concepts regarding various brands. This consist of various factors like motive, brand potential of evoke set, decision mediators, pre – dispositions, inhibitors satisfaction.
Exogenous Variables: These are the External factors which influence the decision making process. This could include the importance of purchase, personality, social class., culture, organisation, financial status.
Therefore, this model gives on overall views regarding consumer purchases keeping in view all the factors influencing the organisation as well as the end consumer.
Source: Books & Notes
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By: Management Duniya
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