ENGEL-KOLLAT-BLACKWELL MODEL

PRESENTED BY, ANOOP S NAIR

ADARSH SURESH

INTRODUCTION

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.

Like Howard-Sheth model it has gone through a no. of

revision aimed at improving its descriptive ability & clarifying

basic relationship between component &sub component.

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.

COMPONENTS

INFORMATION PROCESSING

CENTRAL CONTROL UNIT

DECISION PROCESS AND

EXTERNAL INFLUENCES

INFORMATION PROCESSING

• This component comprises the consumer’s selective exposure,

attention, comprehension and retention of stimuli relating to a

product or brand received from marketing and non-marketing

sources.

• The consumer is exposed to stimuli (and the accompanying

information);attention determines which of the stimuli he will focus

upon; Thereafter he would interpret and comprehend it, accepts it in

his short term memory and retains it by transferring the input to

long-term memory.

CENTRAL CONTROL UNIT

The stimuli thus received and retained are processed in the

central control unit.

Stored information and past experience about the product/ brand

which serves as a memory for comparing different alternatives;

Evaluative criteria which the consumer uses in judging the

alternatives.

General and specific attitudes which influence the purchase

decision;

Basic personality traits, which influence how the consumer is

likely to respond to various alternatives.

DECISION PROCESS

It is triggered at any time during information processing The

decision process component of the model consist of:

PROBLEM RECOGNITION

INTERNAL SEARCH AND EVALUATION

EXTERNAL SEARCH AND EVALUATION

PURCHASE PROCESSES

DECISION OUTCOMES

EXTERNAL INFLUENCES

• The environmental factors that may influence the consumer’s

purchase decision are income, culture, family, social class

and physical situations.

• Depending on the specific product under consideration, these

factors may have a favorable or unfavorable influence on the

purchase decision.