HOWARD SHETH MODEL OF CONSUMER BEHAVIOR
AMIT KAMLAPURE 11271
ANKUSH MOGAL 11267
VETAL BHUSHAN 11254
WHAT IS CONSUMER BEHAVIOR ?
• It’s a study of Consumer Buying Process
• Focuses on how individuals spend their resources
• It categorizes consumers
HOWARD SHETH MODEL
• Conceptualized in the year 1969
• Attempt to study brand choice behavior
• Based on :
• Stimulus inputs• Hypothetical Constructs• Response 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
Advantages
•Large no. of variables
•Covers most aspects of purchase decisions
•Effective contribution from behavioral sciences
Limitations
•Substantial measurement error
• theory can not be realistically tested
•The distinction between the exogenous and endogenous variables is not clear cut
THANK YOU !
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