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

THANK YOU !