Explain Engel-Kollat-Blackwell Model
Variables grouped into following categories
a) Stimulus inputs
b) Information processing
c) Decision process and
d) Variables
Manipulate the decision process
Strength of model
Deals with a low-involvement situation. It is recommended that in low involvement situation the degree to which the various stages in the model are undertaken decreases
Problems with model
No way of testing example If had idea of personality characteristics how could they be applied or else measured in relation to predicting buyer behaviour.
- Lack of specificity that is variables are named in superficially plausible way but not specified in any operational detail
i. Information processing
ii. Central control Unit
iii. Decision Process and
iv. Environmental influences
i.Information processing: this component encompass the consumer's selective attention, comprehension, exposure and retention of stimuli relating to a product or else brand received from marketing and non-marketing sources. As a marketer the first step is to make sure that a consumer is exposed to your message or stimuli put attention to it understands what it is all about and as well remembers it.
ii. Central Control Unit: The stimuli thus received as well as retained are processed in the central control unit. The stimuli is processed as well as interpreted with the help of four psychological filter:
a. Stored information as well as past experience about the product/brand which serves as a memory for comparing different alternatives;
b. Evaluative criteria which the consumer utilizing in judging the alternatives
c. General as well as specific attitudes which influence the purchase decision
d. Basic personality traits which manipulate how the consumer is likely to respond to various alternatives.
iii. Decision process: Its component of the model consists of:
a. Problem recognition
b. Internal search as well as evaluation
c. External search as well as evaluation
d. Purchase processes
e. Decision outcomes
If the purchase decision is such that it needs extensive problem solving the consumer would go through all the above five stages. In case of limited problem solving or else reutilised response behaviour a few of the intervening stages may be skipped as well as the consumer may directly reach the purchase decision.
iv. Environmental Influences: The environmental factors that may well influence the consumer's purchase decision are culture, family, income, social class and physical situations. Depending on the definite product under consideration these factors may have a favourable or else unfavourable influence on the purchase decision.