Hyderabad

Team

[email protected] HYDERABAD

The model suggests three levels of decision making. Extensive problem solving Limited problem solving Habitual response behavior

Extensive problem solving  Customer do not have any basic information

about the brand  He does not have any preferences for any

product  Consumer will seek information about all

different brands before purchasing.

Limited problem solving Consumer have little knowledge

about market. In order to brand preferences some

comparative brand information is sought.

Habitual response behavior The consumer knows very well about the

different brands. He can differentiate between the different

characteristics of each brand.

Howard sheth model there are four major sets of variables. Inputs Perceptual and learning constructs Outputs Exogenous(external)variables

Inputs It consists of 3 distinct type of stimuli. Significant stimuli(physical brand

characteristics) Symbolic stimuli(visual product characteristics) Social environment(family , reference groups and social class)

Perceptual and learning constraints Psychological variables involved when

consumer is contemplating a decision. Some are perceptual in nature. Perceptual bias occur if customer distorts information

outputs Results of perceptual and learning variables. How consumers will respond to this variables?

Exogenous variables: this doesn’t directly involved in decision making. It includes importance of purchase , religion , time pressure etc.,

Limitations Too many variables complex model

that can be difficult to read. Variables in the model have not been clearly defined Short distinctions between exogenous and other variables have not been made The model cannot be generalized