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Engel Kollat Blackwell Model

The document summarizes the Engel Kollat Blackwell (EKB) model of consumer behavior. The EKB model was designed as a framework to organize the growing body of knowledge around consumer behavior. It focuses on 5 stages of the decision process: problem recognition, search, evaluation of alternatives, purchase, and outcome. The model also examines how information from marketing and non-marketing sources feeds into the information processing section and influences the decision stages. Finally, it considers individual, social, and situational variables that influence each stage of the decision process.

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18K views7 pages

Engel Kollat Blackwell Model

The document summarizes the Engel Kollat Blackwell (EKB) model of consumer behavior. The EKB model was designed as a framework to organize the growing body of knowledge around consumer behavior. It focuses on 5 stages of the decision process: problem recognition, search, evaluation of alternatives, purchase, and outcome. The model also examines how information from marketing and non-marketing sources feeds into the information processing section and influences the decision stages. Finally, it considers individual, social, and situational variables that influence each stage of the decision process.

Uploaded by

mohitroy
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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ENGEL KOLLAT

BLACKWELL MODEL

03/15/10 AJAY DEWANGAN 1


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.
03/15/10 AJAY DEWANGAN 2
STEP
I- Decision Process Stage:-
Central focus of model is on 5 basic decision
process stage:-
a)Problem Recognition
b)Search
c)Evaluation of Alternative
d)Purchase
e)Outcome

03/15/10 AJAY DEWANGAN 3


II- Information Input:-
Information from Marketing & non
marketing source feed into information
processing section of model. It has little
influence at the problem recognition stage
of decision making process.

03/15/10 AJAY DEWANGAN 4


III- Information Processing:-
The information processing sect. of model
consist of consumer exposure, attention,
comprehension/ perception yielding
acceptance & retention of marketer
dominated & non dominated.

03/15/10 AJAY DEWANGAN 5


IV- Variable Influence the
Decision Process:-
Last model of individual & environmental
influence that affect all 5 stage of decision
process.
Individual characteristic include- motive,
value, lifestyle & personality
Social influence are culture reference
group & family
Situation influence such as consumer
financial condition influence the decision
process.
03/15/10 AJAY DEWANGAN 6
THANK YOU

03/15/10 AJAY DEWANGAN 7

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