A description of model essential for market research and analysis
Text of Howarth Sheth Model of Consumer Behavior
HOWARD SHETH MODEL OF CONSUMER BEHAVIOR AMIT KAMLAPURE 11271ANKUSH MOGAL 11267VETAL BHUSHAN 11254
WHAT IS CONSUMER BEHAVIOR ?Its a study of Consumer Buying Process
Focuses on how individuals spend their resources
It categorizes consumers
HOWARD SHETH MODELConceptualized in the year 1969
Attempt to study brand choice behavior
Based on : Stimulus inputsHypothetical ConstructsResponse Outputs
3 LEVELS OF DECISION MAKING
Extensive Problem Solving
Limited Problem Solving
Routine Problem Solving
COMPONENTS The Input Variables Hypothetical Constructs Output Variables
SIMPLIFIED FLOW OF THE MODEL
ASSESSMENT AdvantagesLarge no. of variablesCovers most aspects of purchase decisionsEffective contribution from behavioral sciences
LimitationsSubstantial measurement error theory can not be realistically testedThe distinction between the exogenous and endogenous variables is not clear cut
