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Consumer Behavior - Howard Sheth Model
The document discusses the Howard-Sheth model of consumer behavior, outlining three levels of learning and stages of decision-making: extensive problem solving, limited problem solving, and routinized response behavior. It identifies distinct stimuli affecting consumer choice, including significant, symbolic, and social stimuli, and highlights factors such as quality, price, and service. The role of perceptual constructs and biases in shaping consumer intentions and behaviors is also emphasized.
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Consumer Behavior - Howard Sheth Model
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- 2. Howard Sheth Model Attemptto explain rational choice behaviour within constraints of • Limited individual capacities • Incomplete information Three levels of learning? Stages of decision making • Extensive problem solving • Limited problem solving • Routinize response behaviour
- 3. Extensive problem solving Early stageof decision making Buyer has little information of brands Buyer choice criteria is NOT yet formed
- 4. Limited problem solving Advanced stageof decision making Choice criteria are now defined Buyer undecided about the best brand
- 5. Routinized response behaviour Choice criteriaare well defined Strong predisposition towards one brand Little evaluation of alternatives by the buyer
- 6. Inputs Three distinct stimuli •Significant stimuli - Proclaimed brand characteristics • Symbolic stimuli - Verbal and visual product characteristics • Social stimuli Significance 1) Quality 2) Price 3) Distinctive 4) Service 5) Availability Symbolic 1) Quality 2) Price 3) Distinctive 4) Service 5) Availability Social 1) Family 2) Reference group 3) Social class
- 7. Perceptual construct • Howconsumer receives information? • How consumer understands information? • Stimulus ambiguity • Perceptual bias Significative inputs Symbolic inputs Stimulus Ambiguity Overt Search Attention Perceptual bias
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- 11. Consumer Usual BuyingBehaviour
- 20. Dispose • Spare • Personal •Exchange offer • Scrap • Family
- 22. Thank you Presented byChandan Bhosale M15003