Purchasing Behaviour - Consumer Modeling
Chapter 13 Consumer Modeling
Things to learn in this chapter: • Engel, Blackwell and Miniard model. • J.N.Sheth model of industrial behaviour. • Nicosia model.
Engel, Blackwell and Miniard model
The core of the EBM model is a decision process, which is augmented with inputs from information processing and other influencing factors. The model has four distinctive sections, namely Input, Information Processing, Decision Process and Variables influencing decision process.
Information Input
Information from marketing and non-marketing sources are fed into the information processing section of the model. The model also suggests additional information to be collected is available from memory or when post-purchase dissonance occurs.
Information Processing
Before information can be used in the rest of the model, the consumer will first be exposed to the information processing. That is, the consumer must get exposed to the information, attend to it, comprehend and understand it, accept it and finally maintain it in the memory. Any selective attention or exposure mechanisms that may occur in post purchase dissonance would operate at this stage.
Decision Process
Need Recognition: This acknowledges the fact that there exists a problem. That is, the individual is aware that there exists a need to be satisfied.
Search: When enough information is available in memory to take a decision, then only internal search will be required. If internal information is limited, an external search for information is undertaken.
Alternative Evaluation: An evaluation of the alternatives found during the search is undertaken. It is observed from the model that the attitudes and beliefs are taken into account during this process.
Purchase: A purchase is made on the chosen alternative.
Outcomes: The outcome can be either positive or negative depending on whether the purchase satisfies the original perceived need. Dissatisfaction can lead to
Things to learn in this chapter: • Engel, Blackwell and Miniard model. • J.N.Sheth model of industrial behaviour. • Nicosia model.
Engel, Blackwell and Miniard model
The core of the EBM model is a decision process, which is augmented with inputs from information processing and other influencing factors. The model has four distinctive sections, namely Input, Information Processing, Decision Process and Variables influencing decision process.
Information Input
Information from marketing and non-marketing sources are fed into the information processing section of the model. The model also suggests additional information to be collected is available from memory or when post-purchase dissonance occurs.
Information Processing
Before information can be used in the rest of the model, the consumer will first be exposed to the information processing. That is, the consumer must get exposed to the information, attend to it, comprehend and understand it, accept it and finally maintain it in the memory. Any selective attention or exposure mechanisms that may occur in post purchase dissonance would operate at this stage.
Decision Process
Need Recognition: This acknowledges the fact that there exists a problem. That is, the individual is aware that there exists a need to be satisfied.
Search: When enough information is available in memory to take a decision, then only internal search will be required. If internal information is limited, an external search for information is undertaken.
Alternative Evaluation: An evaluation of the alternatives found during the search is undertaken. It is observed from the model that the attitudes and beliefs are taken into account during this process.
Purchase: A purchase is made on the chosen alternative.
Outcomes: The outcome can be either positive or negative depending on whether the purchase satisfies the original perceived need. Dissatisfaction can lead to