Consumer Behavior
MBA-Integrated 5th Semester
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Unit-5: Consumer Decision Making
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By:
Dr. Parihar Suresh Dahake ,
Assistant Professor,
Shri Ramdeobaba College Of
Engineering & Management, Nagpur
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Consumer Market
• Consists of all the individuals and households who
buy or acquire goods and services for personal
consumption.
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• Once consumer recognize their problems and have
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no inhibiting constraints to take the next step in
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their decision making process
• They need adequate information to choose
appropriate solution.
• Information search takes time, energy, money or
• giving up desirable activities and may involve
mental as well as physical activities.
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Meaning & Definition
• It represents a road map of consumer’s minds
that marketers and managers can use to help,
guide product mix, communication and sales
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strategies.
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Types of Consumer Buying
Decisions
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Less More
Involvement Involvement
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Introduction
• Consumer decision making refers to the process
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through which individuals or groups select,
purchase, use, and dispose of goods, services,
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ideas, or experiences to satisfy their needs and
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desires.
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• This process is crucial for marketers, economists,
and policymakers, as understanding it can inform
strategies to influence purchasing behaviors.
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An ISO 9001:2008 Certified Institution
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Shri Ramdeobaba College of Engineering and Management
Consumer Buying Decision Process
Engel, Kollat, and Blackwell (EKB) Model
• The Engel, Kollat, and Blackwell (EKB) Model is a
well-established framework for understanding the
consumer decision-making process. It was
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developed by James F. Engel, David T. Kollat, and
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Roger D. Blackwell in the 1960s and has undergone
several revisions since then. The model is
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comprehensive, capturing the various factors and
stages that influence consumer decisions, and is
widely used in both marketing theory and practice.
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RCOEM-DMT
An ISO 9001:2008 Certified Institution
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Shri Ramdeobaba College of Engineering and Management
Engel kollat Blackwell (EKB Model)
The Howard Sheth Model of Buying Behaviour
• This model serves two purposes:
• 1. It indicates how complex the whole question of consumer
behavior is.
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• 2. It provides the framework for including various concepts
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like learning, perception, attitudes, etc., which play a role in
influencing consumer behavior.
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Shri Ramdeobaba College of Engineering and Management
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An ISO 9001:2008 Certified Institution
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Shri Ramdeobaba College of Engineering and Management
Howard Sheth Model of Consumer behaviour
Nicosia Model
• This model focuses on the relationship between the
firm and its potential consumers.
• The firm communicates with consumers through its
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marketing messages (advertising), and the
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consumers react to these messages by purchasing
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response
• The firm and the consumer are connected with
each other, the firm tries to influence the consumer
and the consumer is influencing the firm by his
decision.
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The Howard Sheth Model of Buying
Behaviour.
• This Model Suggests Three Levels Of Decision Making: -
• 1. The first level describes the extensive problem solving. At
this level the consumer does not have any basic information
or knowledge about the brand and he does not have any
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preferences for any product.
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• In this situation, the consumer will seek information about
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all the different brands in the market before purchasing.
• 2. The second level is limited problem solving. This situation
exists for consumers who have little knowledge about the
market, or partial knowledge about what they want to
purchase. In order to arrive at a brand preference some
comparative brand information is sought.
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• 3. The third level is a habitual response behavior.
• In this level the consumer knows very well about
the different brands and he can differentiate
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between the different characteristics of each
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product, and he already decides to purchase a
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particular product.
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Engel-kollat-blackwell Model
• This model was created to describe the
increasing, fast-growing body of knowledge
concerning consumer behavior. This model, like in
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other models, has gone through many revisions
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to improve its descriptive ability of the basic
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relationships between components and
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sub-components, this model consists also of four
stages;
• Information Input
• Information Processing
• Decision Process
• Variables Influencing The Decision Process
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Stimulus-Response Model Of Buyer Behavior
• Middleton (1994) presented an adapted model of
consumer behavior tourism, which was termed the
stimulus-response model of buyer behavior.
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• This model is based on the four interactive
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components with the central component identified
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as 'buyer characteristics and decision process'.
• The model separates out motivators and
determinants in consumer buying behavior and also
emphasizes the important effects that an
organization can have on the consumer buying
process by the use of communication channels.
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RCOEM-DMT
An ISO 9001:2008 Certified Institution
NAAC Accredited with 'A' Grade
Shri Ramdeobaba College of Engineering and Management
An Autonomous Institution
RCOEM-DMT
An ISO 9001:2008 Certified Institution
NAAC Accredited with 'A' Grade
Shri Ramdeobaba College of Engineering and Management
An Autonomous Institution
RCOEM-DMT
An ISO 9001:2008 Certified Institution
NAAC Accredited with 'A' Grade
Shri Ramdeobaba College of Engineering and Management
An Autonomous Institution
RCOEM-DMT
An ISO 9001:2008 Certified Institution
NAAC Accredited with 'A' Grade
Shri Ramdeobaba College of Engineering and Management
