Consumer decision making process EBK model is one of the structural models of consumer behaviour. It is a holistic model, with a full description to the decision making problem, reflecting consumer behaviour process during choosing product or service. It was developed in by J. Engel, D. Kollat and R. The name comes from the first letters of the names of its creators.
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Environmental influences. Information processing A shown in the diagram the information processing consists of exposure, attention, comprehension and retention of the marketing and non-marketing stimuli.
For successful sales, the consumer must be properly and repeatedly exposed to the message. His attention should be drawn, such that he understands what is to be conveyed and retains it in his mind. Central control unit The stimuli processes and interprets the information received by an individual. This is done by the help of four psychological factors.
Stores information and past experience about the product, which serves as a standard for comparing other products and brands. Evaluative criteria which could be different for different individuals. Attitudes or the state of mind which changes from time to time, and helps in choosing the product. The personality of the consumer which guides him to make a choice suiting his personality.
Decision process This chapter is dealt with later in the text, and consists basically of problem recognition, internal and external search, evaluation and the purchase. The decision outcome or the satisfaction and dissatisfaction is also an important factor which influences further decisions. The decision process may involve extensive problem solving, limited problem solving or routinised response behavior.
This depends on the type and value of the product to be purchased. Environmental influences The environmental influences are also shown in a separate box and consist of income, social class, family influences, social class and physical influences and other considerations.
All these factors may favour or disfavour the purchase decisions.
Engel Kollat Blackwell Model
This model, like in other models, has gone through many revisions to improve its descriptive ability of the basic relationships between components and sub-components. If the consumer still does not arrive to a specific decision, the search for external information will be activated in order to arrive to a choice or in some cases if the consumer experience dissonance because the selected alternative is less satisfactory than expected. The consumer must first be exposed to the message, allocate space for this information, interpret the stimuli, and retain the message by transferring the input to long-term memory. But it is not necessary for every consumer to go through all these stages; it depends on whether it is an extended or a routine problem-solving behavior.
The Engel Kollat Blackwell Model of Consumer Behavior
7. Engel-Blackwell-Kollat Model - Consumer Behaviour