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Ekb Model

The Engel-Kollat-Blackwell model is a consumer decision-making model developed in 1968 to organize the growing body of knowledge around consumer behavior. It describes consumer behavior as a 4-step decision-making process involving problem recognition, information search, alternative evaluation, and purchase decision. The model also considers how external factors like culture, social class, and reference groups as well as internal factors like motivation, personality, and knowledge influence the consumer's decision journey. A key feature is distinguishing between high and low involvement purchases based on perceived risk.

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Himanshu Dargan
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4K views5 pages

Ekb Model

The Engel-Kollat-Blackwell model is a consumer decision-making model developed in 1968 to organize the growing body of knowledge around consumer behavior. It describes consumer behavior as a 4-step decision-making process involving problem recognition, information search, alternative evaluation, and purchase decision. The model also considers how external factors like culture, social class, and reference groups as well as internal factors like motivation, personality, and knowledge influence the consumer's decision journey. A key feature is distinguishing between high and low involvement purchases based on perceived risk.

Uploaded by

Himanshu Dargan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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ENGEL-KOLLAT-BLACKWELL MODEL

• First developed in 1968. The EKB model of consumer behavior was originally

designed to save as framework for organizing the fast growing body of knowledge

concerning consumer behavior.

• This model talks of consumer behaviour as a decision making process in the form of

four steps (activities) and other related variables which occur over a period of time.

The Engel- Kollat -Blackwell model is essentially a conscious problem solving and

learning model of consumer behavior.

• This model has a good description of active information seeking and evaluation

processes of consumer. A key feature of the EKB model is the differences between

high and low involvement as part of the buying process. High involvement is present

in the high risk purchase. Low involvement is present in the low risk purchase.
INFORMATION DECISION EXTERNAL
INPUT
PROCESSING PROCESS FACTORS

Exposure Need
Recognition Environmental
Stimuli Influence
M • Culture
Attention Information
Marketing E • Social Class
Dominated M Search • Family
O • Reference Group
Non Comprehension R
Evaluation of
Marketing Y
Alternatives
Dominated
Acceptance INTERNAL

Purchase
Retention Decision Individual
Differences
Post Purchase • Motivation
• Personality
Behaviour
• Life Style
External
• Knowledge
Search
• Personal (Age,
Dissatisfaction Satisfaction Gender, Education)
• Information Input Stage:  At this stage the consumer gets information from

marketing and non-marketing sources, which also influence the problem

recognition stage of the decision-making process. 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 or in some cases if the consumer experience

dissonance because the selected alternative is less satisfactory than expected.

• Information Processing Stage:  This stage consists of the consumer’s exposure,

attention, perception, acceptance, & retention of incoming information. The

consumer must first be exposed to the message, allocate space for this

information, interpret the stimuli, and retain the message by transferring the input

to long-term memory.
• Decision Process Stage:  The central focus of the model is on five basic

decision-process stages: Problem recognition, search for alternatives, alternate

evaluation (during which beliefs may lead to the formation of attitudes, which in

turn may result in a purchase intention) purchase, and outcomes. But it is not

necessary for every consumer to go through all these stages; it depends on

whether it is an extended or a routine problem-solving behavior.

• Variables Influencing the Decision Process:  This stage consists of individual

and environmental influences that affect all five stages of the decision process.

Individual characteristics include motives, values, lifestyle, and personality; the

social influences are culture, reference groups, and family. Situational influences,

such as a consumer’s financial condition, also influence the decision process.


• ASSIGNMENT OF CONSUMER BEHAVIOUR
Psychoanalytic model, Sociological model
SUBMIT BEFORE 20 MAY 2021

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