Information Input Stage: At this stage the consumer gets information from marketing and non-marketing sources, which also influence the problem recognition stage of the decision-making process. If the consumer still does not arrive to a specific decision, the search for external information will be activated in order to arrive to a choice or in some cases if the consumer experience dissonance because the selected alternative is less satisfactory than expected. The consumer must first be exposed to the message, allocate space for this information, interpret the stimuli, and retain the message by transferring the input to long-term memory. But it is not necessary for every consumer to go through all these stages; it depends on whether it is an extended or a routine problem-solving behavior. Variables Influencing the Decision Process: This stage consists of individual and environmental influences that affect all five stages of the decision process.
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Sign Up Now! A comprehensive model that depicts the consumer behavior as decision process comprised of five different stages: need recognition, information search, alternative evaluation, purchase decision and outcome.
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What is Engel-Kollat-Blackwell (EKB) Model
Information processing A shown in the diagram the information processing consists of exposure, attention, comprehension and retention of the marketing and non-marketing stimuli. For successful sales, the consumer must be properly and repeatedly exposed to the message. His attention should be drawn, such that he understands what is to be conveyed and retains it in his mind. Central control unit The stimuli processes and interprets the information received by an individual.
The Engel Kollat Blackwell Model of Consumer Behavior
Covid Update: We've taken precautionary measures to enable all staff to work away from the office. These changes have already rolled out with no interruptions, and will allow us to continue offering the same great service at your busiest time in the year. Disclaimer: This work has been submitted by a student. This is not an example of the work produced by our Dissertation Writing Service. You can view samples of our professional work here. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UK Essays. This traditional five-step consumer decision-making model is widely used, however, over the years, there have been several studies suggesting gaps in the traditional model Engel, Kollat, and Blackwell,
7. Engel-Blackwell-Kollat Model - Consumer Behaviour