E.K.B. MODEL OF CONSUMER BEHAVIOUR
INTRODUCTION
This model has gone through many revisions. Finally this model was proposed in 1990 which came to be known as EBM (ENGEL, BLACKWELL AND MINIARD ) model.
The authors argue that same model can be used to characterize both EPS and LPS.
The change will be in the degree to which various stages in the model will be used by consumers.�
In EPS (Extended problem solving),
There is HIGH INVOLVMENT of consumer and involve rigorous evaluation.
For example, purchase of mobile phones, car, etc.
In LPS (Limited problem solving), there is LOW INVOLVMENT of consumer and have low motivation to search for brand information.
For example, purchase of a pen.
COMPONENTS
INFORMATION INPUT
INFORMTION PROCESSING
DECISION MAKING PROCESS
EXTERNAL VARIABLES OPERATING IN THE BACKGROUND OF THE CONSUMER.
��������������������� �����������1. INFORMATION INPUT:
It includes all kinds of stimuli that a consumer is exposed to and triggers a kind of behaviour.
Stimuli can be of two types:
Marketing stimuli
Non – marketing stimuli
Stimuli compete with each other
��������������������� ����������� 2. INFORMATION PROCESSING
1. EXPOSURE
It may be voluntary or involuntary (billboard)
2. ATTENTION
3. PERCEPTION
Driving meanings from the information that has been attended to.
4. RETENTION
Retaining the meaning in short term memory to allow further processing to long term memory.
Ordinary consumers find it difficult to absorb product attributes and technical features.
They retain information like brand name, package, colour etc.
��������������������� ����������� 3. DECISION MAKING PROCESS
1. PROBLEM RECOGNITION
2. SEARCH
3. ALTERNATIVE EVALUATION
4. PURCHASE INTENTION
5. FINAL ACT OF BUYING.
1. PROBLEM RECOGNITION
Model is activated when consumer recognise a need from:
2. SEARCH
3. ALTERNATIVE EVALUATION
4. PURCHASE INTENTION
Consumer will go for various brands, evaluate it and will develop a belief & attitude.
On the basis of such belief & attitude, he will make an intention to buy a particular product.
5. FINAL ACT OF BUYING
satisfaction
or dissatisfaction
After making up of mind for a particular product…actual buying takes place.
��������������������� ����������� 4.VARIABLES INFLUENCING DECISION PROCESS
INDIVIDUAL INFLUENCES
ENVIRONMENTAL INFLUENCES
SITUATIONAL INFLUENCES
Motives, beliefs, attitude, personality, life cycle , perception etc.
Circle of social influence like culture, sub – culture, social class, reference group etc.
Consumer’s financial conditions, availability of credit etc.
EVALUATION OF THE MODEL
It tries to explain clearly the interrelationship between stages in decision making process and various variables.
It tries to relate BELIEF , ATTITUDE and INTENTION.
It also focuses on level of involvement .
The flow of model is quite flexible.
MODIFICATIONS TO THE MODEL
After a series of revisions and modifications. It was proposed as ENGEL, BLACKWELL & MINIARD model.
Tt also consists of 4 models:-Information input, information processing, decision process and variables influencing decision process
The working relationship is similar to EKB model with slight changes.
“DIVESTMENT”
It relates to options of disposal, recycling and remarketing.
LIMITATIONS OF THE MODEL
How each variable influences consumer decision making process is not explained.
Too many variables are not defined.
It is a vague, complex & validity of the model is questionable.