John Howard and Jagdish Sheth introduced their buyer model in 1969. It explains the complex decision making process a consumer goes through. A diagram of this is shown below.
(Howard and Sheth 1969) - You can click on the digram above to view it larger.
A more complex version of this theory can be found at:
“Behavioural Determinants” determines the factors an individual takes into consideration before buying something. For example, people’s personalities or cultures affect their buying decision. “Inhibitors” shapes a person’s decision to purchase a product or not. For example, the financial status of an individual will take the price or brand of a product into consideration before purchasing.
“Inputs” establishes the facts, feelings and images behind a product, service or brand to grab the attention of a customer. “Perceptual Reaction” and “Processing Determinants” verifies an individual’s judgement, their filtering of the information and how they make their decision e.g. based on satisfaction, motivation, past experiences etc.
“Outputs” is the conclusion of these sections put together. It takes an individual’s purchase intention, behaviour and decision into consideration. On the whole, each of these categories forms an actual purchase or no purchase decision.
This decision makes up the “Blackwell Model” (Engel, Kollart & Blackwell 1995). An overview of this is shown in the next post.
Hope to hear back from you.
Erica.
thx for this post....easy to me to done my asgmnt :))thx
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