Howard sheth model on consumer behaviour

Presented byAlok (12005) Amit (12006) Anil (12007)

Introduction
The Howard Sheth model, serves as an integrating framework for a very sophisticated comprehensive theory of consumer behaviour. It should be noted that the authors actually use the term buyer in their model to refer to industrial purchases as well as ultimate consumers. Thus, it can be seen that their interest was to develop a unified theory useful for understanding a great variety of behaviours.

Input variables
Products, services, brands Images Feelings

facts

Behavioural determinants
Personality Culture Social class Important of purchase decision

Perceptual reaction
Perceptual bias Sensitivity to information Filtering of information

Processing determinants
Purchase motivation Available satisfactions Past experience Judgemental criteria

Inhibitors
Price of product, brand Availability of product, brand Financial status of individual Time-constraints on individual

Output variables

Attention Understanding Attitudes Purchase intentions Purchase behaviour Purchase decision. (Actual,No, Delay).

CONCLUSION
Howard sheth model has number of distinct features like 1. Role of consumer satisfaction(purchase of goods & services). 2. Motivational force which guides the purchase behaviour. 3. Model brings out that the buying process is an end product of the objective (rational) as well as subjective (emotional) element.

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