Q. Howard Sheth Model of Buying Behaviour?
1. It indicates how multifaceted the whole question of consumer behaviour is.
2. It offers the framework for including various concepts like perception, attitudes, learning and so on which play a role in influencing consumer behaviour.
Inputs: In the Howard Sheth theory, the most significant stimulus affecting the buying behaviour is the information cues about the characteristics of the product. These cues possibly important if it comes to the buyer from the product itself when he is involved in a shopping activity. A alike set of cues which are symbolic in nature may as well act as information sources. Both these important and symbolic information cues represent the firms marketing efforts. The broad or else product characteristics acting as information cues are price, distinctiveness, quality, service and availability. There are impersonal sources similar to mass media communications and advertising over which the firm has no control. Nevertheless the information sources as well include sales and service personnel who can add and help the marketing efforts of the firm. The third source is social information prompt which could affect buying behaviour towards the product or brand and these include family friends or else other members of the group with whom buyer comes into contact or to which he seek to be in. The social source is personal as well as the company marketer has no control over this source.