HOWARD SHETH MODEL OF CONSUMER BEHAVIOR

AMIT KAMLAPURE 11271

ANKUSH MOGAL 11267

VETAL BHUSHAN 11254

WHAT IS CONSUMER BEHAVIOR ?

• It’s a study of Consumer Buying Process

• Focuses on how individuals spend their resources

• It categorizes consumers

HOWARD SHETH MODEL

• Conceptualized in the year 1969

• Attempt to study brand choice behavior

• Based on :

• Stimulus inputs• Hypothetical Constructs• Response Outputs

3 LEVELS OF DECISION MAKING

• Extensive Problem Solving

• Limited Problem Solving

• Routine Problem Solving

COMPONENTS

The Input Variables

Hypothetical Constructs

Output Variables

SIMPLIFIED FLOW OF THE MODEL

ASSESSMENT

Advantages

•Large no. of variables

•Covers most aspects of purchase decisions

•Effective contribution from behavioral sciences

Limitations

•Substantial measurement error

• theory can not be realistically tested

•The distinction between the exogenous and endogenous variables is not clear cut

THANK YOU !