Consumer Behavior

Topic: EBM Model

About Model

This model was created to describe the increasing, fast-growing body of knowledge concerning consumer behavior.

This model has gone through many revisions to improve its descriptive ability of the basic relationships between components and subcomponents.

This model consists also of four stages.

1) Information input.

2) Information processing. 3) Decision process stages.

4) Variables influencing the decision process.

Information Input.

Consumer gets information from marketing and non marketing sources.

If the consumer still does not arrive to a specific decision, the search for external information will be activated in order to arrive to a choice.

The consumer experience dissonance when the selected alternative is less satisfactory than expected.

Information processing

It mainly deals with consumer’s exposure, attention, perception, acceptance, and retention of incoming information.

The consumer mustExposed to the message.Allocate space for this information.Interpret the stimuli, andRetain the message.

Decision-process stages.

The central focus of the model is on five basic decision-process stages .

Problem recognition,

Search for alternatives, Alternate evaluation purchase, and

Outcomes.

variables influencing the decision process

Motives.Values.Lifestyle.Personality.social influences:-culture, reference groups,

and family.Situational influences:-consumer’s financial

condition.Culture.Religion.

Advantages

It mainly focus levels of consumer involvement

The model flow is quite flexible

Disadvantages

Too many variables ,complex model difficult to read

The model is vague i.e., key variables are vaguely defined

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