View
146
Download
18
Category
Tags:
Preview:
Citation preview
CONSUMER BEHAVIORThe Howard-Sheth Model
What is Consumer Behavior?
Those activities directly involved in obtaining ,
consuming and disposing of products and services, including the decision
processes that precede and follow these actions
Perspectives of Consumer Behavior
• Logical Positivism– Understanding and predicting consumer
behavior – Cause and effect relationships that govern
persuasion and/or education
• Post Modern – to understand consumption behavior without any attempt to influence it
Overall Model of Consumer Behavior
Self-Concept&
Learning
Decision ProcessesExternal Influences
Internal Influences
CultureSubcultureDemographicsSocial statusReference groupsFamilyMarketing Activities
PerceptionLearning
Memory
Motives
Personality
Emotions
Attitudes
Problem Recognition
Information Search
Alt Eval & Selection
Outlet select & Purchase
Post-purchase Processes
The Different Other Models
The Economic Theory The Learning Model Maslow’s Hierarchy of Needs Veblanian Social Psychological Model Psycho Analytic Theory Gestalt Theory Theory of Cognitive Dissonance The Nicosia Model
Organizational Buyers
• Types– Industrial– Reseller– Government and
non-profit organizations
• Purchase types– Straight rebuy– Limited decision
making– Extended
decision making
• Characteristics– Bureaucracy– Greater
involvement– Long term
relationships– Price is
important but may not be the most important factor
Howard-Sheth Model• John A. Howard and Jagdish N. Sheth• Published in the year 1969• Wished to explain the buying behavior of
individuals over a period of time • An attempt to explain the brand choice behavior
of the buyer
Howard-Sheth Model• Assumptions of the theory• That buying behavior is rational in the sense that it is within the buyer’s ‘bounded rationality’• Attempted to build a positive theory, not a normative one• If brand choice behavior is assumed to be systematic, then it can be observed in certain standard ways.• If behavior is systematic, then it is caused by some even, a stimulus either in the buyer or the buyer’s environment
Summary of the model• Elements of the Buyers Brand Choice decision are: • A set of motives• Several alternatives courses of action• Decision Mediators which are the set of rules that match motives and alternatives
• Decision Mediators develop the buyers process of learning about the buying situation.
Summary of the model• 3 levels of decision making• Extensive decision making• Limited problem solving• Habitual response behavior• Inputs• Perceptual and Learning Constructs• Outputs• Exogenous(External) variables
Howard-Sheth Model
• According to the Howard-Sheth model there are four major sets of variables• Inputs• Perceptual and Learning Constructs• Outputs• Exogenous(External) variables
Inputs
3 distinct types of stimuli in the consumer’senvironment1. Significative – product/brand characteristics
emanating from the product – quality, price2. Symbolic – product/brand characteristics
emanating from sources such as marketing and advertising
3. Social environment – not controllable by the firm – family, reference groups
Inputs lead to the following:1. Attention – buyer’s total response to information2. Brand comprehension – buyer knowledge in the
specific product class3. Brand attitude – the satisfying potential of the
brand4. Buyer intention – preferred brand will be bought
the next time buying is necessitated
Hypothetical ConstructsCentral part of the Model
Deals with the Psychological Variables that deals consumers’ decision
Comprises of 2 parts:Learning ConstructsPerceptual Constructs
Perceptual Constructs
Overt Search – stems from significative inputs.Deals with how consumers receive and understand information
Stimulus ambiguity- When the consumer does not understand the information he receives from the input stimulus
Attention Perceptual Bias-Distortion of info to suit one’s established needs.
Learning Constructs
Brand Comprehension-info about brands Confidence- derived from brand knowledge Satisfaction- from previous experience Attitude-choice, brand info Choice criteria- to evaluate alternatives Motives- Consumer’s Goals Intention- Needs of the consumer and preferences
Outputs
• Represent hierarchical responses from attention to purchase
• Purchase is the sequential result of attention, brand comprehension, brand attitude and buyer intention
Exogenous Variables
External variables which affect the buying decisions of consumers.
This Model does not recognize these but explains a little on them• Importance of purchase• Social class• Cultural background• Time pressure• Financial Status• Personality variables
Recommended