Engel Koll at the Blackwell model of Consumer Behavior
The Blackwell model “used concepts of behavioural science in an attempt to model, in a way both detailed and capable of general applications, the process which the consumers must go through in decision.” (Tuck 1976) This model is designed to show the development in the amount of knowledge in customer’s behaviour. In the model there are five stages, this involves problem recognition, alternate evaluation, search for alternatives and purchase and outcomes. It is not essential for the customers to go through all those stages. The customers would get data from marketing and non-marketing research; this would influence the problem recognition. This is the first stage of the decision-making process for the customer. If the customers have still not come to a final decision, the consumer would go to the next stage of the Blackwell model.
The EKB model of consumer behavior was originally designed to save as framework for organizing the fast-growing body of knowledge concerning consumer behavior. Like Howard Sheth model it has gone through a no. of revision aimed at improving its descriptive ability & clarifying basic relationship between component & sub component.
EKB Model (Engel–Koll at–Blackwell Model) – Steps
- Decision Process Stages - The core of the EKB model consists of five basic stages of consumer decision-making:
- Problem Recognition – The consumer becomes aware of a need or problem that requires a solution.
- Information Search – The consumer searches for information from personal, commercial, public, or experiential sources.
- Evaluation of Alternatives – Different brands or products are compared based on price, quality, features, and benefits.
- Purchase Decision – The consumer selects the most suitable alternative and makes the purchase.
- Post-Purchase Outcome – The consumer evaluates satisfaction or dissatisfaction after using the product, which influences future buying behavior.
- Information Input - Information enters the decision process from marketing and non-marketing sources, such as:
- Advertising and sales promotions
- Friends, family, and word-of-mouth
- Media and personal experiences
- This information mainly influences the information search and evaluation stages, and has limited influence during problem recognition.
- Information Processing - Information input is processed by the consumer through several mental activities:
- Exposure – Coming into contact with information
- Attention – Selecting information to focus on
- Comprehension – Understanding the information
- Retention – Storing information in memory
- This applies to both marketer-dominated (advertisements) and non-marketer-dominated (personal sources) information.
- Variables Influencing the Decision Process - The final component of the EKB model highlights individual and environmental influences that affect all five stages of the decision-making process.
- Individual Characteristics These include:
- Motivation
- Values and beliefs
- Lifestyle
- Personality
- Social Influences These include:
- Culture and sub-culture
- Reference groups
- Family
- Situational Influences Factors such as:
- Consumer’s financial condition
- Time pressure
- Physical and social surroundings
- These situational factors can directly influence purchase decisions.
Conclusion
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