Consumer behaviour

Engel Kollat and Blackwell model.

1. CONSUMER DECISION MAKING MODEL- ENGEL,BLACKWELL AND KOLLAT MODEL

2. INTRODUCTION Engel Kollat and Blackwell model, also called as EKB model shows various components of consumer decision making and the relationships/interactions among them. This model went through many revisions and modifications, in order to elaborate the interrelationships between various components. It resulted in another model called Engel,Blackwell and Miniard (EBM) Model in 1990.

3. First developed in 1968 . The EKB model of consumer behavior was originally designed to save as framework for organizing the fast growing body of knowledge concerning consumer behavior. This model talks of consumer behavior as a decision making process in the form of five steps (activities) and other related variables which occur over a period of time. The Engel- Kollat -Blackwell model is essentially a conscious problem solving and learning model of consumer behavior.

4. This model has a good description of active information seeking and evaluation processes of consumer . It has gone through a number of revision aimed at improving its descriptive ability & clarifying basic relationship between component & sub component. 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.

5. INFORMATION INPUT Input includes all kinds of stimuli from our contact with the world around us: MARKETING NON MARKETING

6. INFORMATION PROCESSING Three methods of information processing: Exposure Attention – stimuli focused on Retention –transferring the input to long term memory

7. DECISION PROCESS It consists of five steps: Problem recognition Search Alternative evaluation Choice Outcomes (post-purchase evaluation and behaviour)

8. DECISION PROCESS VARIABLES Those individual qualities that make people/consumers unique. Decision process variables include Motives Beliefs Attitudes Lifestyles Intentions Evaluative criteria Normative compliance and informational influence Other aspects of self

9. EXTERNAL INFLUENCES Consumers are influenced by environmental factors like culture , sub-culture , social class, reference groups, family and situation

10. CONCLUSION The Engel-Kollat-Blackwell model helps in seeking and providing problem solving and learning model of consumer behaviour that also help in providing information seeking and evaluation processes of consumer. As future entrepreneurs understanding the needs of the consumers along with their buying behaviour and decision making process is what makes a successful entrepreneur and this model helps in attaining an important aspects of this needs. Thank you

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