Engel kollat blackwell model

Presentation on Engel kollat blackwell model

1. ENGEL-KOLLAT-BLACKWELL MODEL PRESENTED BY, ANOOP S NAIR ADARSH SURESH

2. INTRODUCTION 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 behaviour as a decision making process in the form of four 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.

3. This model has a good description of active information seeking and evaluation processes of consumer. Like Howard- Sheth model it has gone through a no. 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.

4. COMPONENTS INFORMATION PROCESSING CENTRAL CONTROL UNIT DECISION PROCESS AND EXTERNAL INFLUENCES

5. INFORMATION PROCESSING This component comprises the consumer’s selective exposure , attention , comprehension and retention of stimuli relating to a product or brand received from marketing and non-marketing sources. The consumer is exposed to stimuli (and the accompanying information);attention determines which of the stimuli he will focus upon; Thereafter he would interpret and comprehend it, accepts it in his short term memory and retains it by transferring the input to long-term memory.

6. CENTRAL CONTROL UNIT The stimuli thus received and retained are processed in the central control unit. Stored information and past experience about the product/ brand which serves as a memory for comparing different alternatives; Evaluative criteria which the consumer uses in judging the alternatives. General and specific attitudes which influence the purchase decision; Basic personality traits, which influence how the consumer is likely to respond to various alternatives.

7. DECISION PROCESS It is triggered at any time during information processing The decision process component of the model consist of: PROBLEM RECOGNITION INTERNAL SEARCH AND EVALUATION EXTERNAL SEARCH AND EVALUATION PURCHASE PROCESSES DECISION OUTCOMES

8. EXTERNAL INFLUENCES The environmental factors that may influence the consumer’s purchase decision are income , culture , family , social class and physical situations . Depending on the specific product under consideration, these factors may have a favorable or unfavorable influence on the purchase decision.