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Perceptual
Constructs
Learning
Constructs
Outputs
Intention
Overt
Search
Attitude
Motives
Social
a)Family
b)Reference
Groups
c)Social Class
Attention
Intention
Confidence
Stimulus
Ambiguity
Perceptual
bias
Purchase
Choice
criteria
Attitude
Brand
Comprehension
Brand
Comprehension
Attention
Satisfaction
Engel-Blackwell-Kollat Model of
Buyer Behaviour
The Engel-Kollat-Blackwell Model consists of
four components
1. Information processing
2. Central control unit
3. Decision process
4. Environmental influences
Retention
F
I
L
T
E
R
Info. and
experience
Evaluative
criteria
Environment
Influences
Personality
Stimuli
Central
Control Unit
Income
Culture
Family
Social Class
Physical
Other
Attitude
Problem recognition
Ext.
Search
Info.
feedback
HOLD
HOLD
Output
Decision
Process
Further behaviour
Engel-Blackwell-Kollat Model of
Buyer Behaviour Contd.
Information Processing
This component comprises of consumers
o Selective exposure
o Attention
o Comprehension and
o Retention of stimuli
Relating to a product / brand received from
marketing / non-marketing sources.
Engel-Blackwell-Kollat Model of
Buyer Behaviour Contd.
As a MKTR.
The first step is to ensure that:
o A consumer is exposed to your message
(stimuli)
o Pays attention to it.
o Understands what it is all about and
remember it.
Engel-Blackwell-Kollat Model of
Buyer Behaviour Contd.
Central Control Unit
The stimuli received and retained is processed
in Central Control Unit stimuli is processed
and interpreted with the help of four
psychological filters:
1. Stored information and past experience
about the product / brand which serves
as a memory for comparing different
alternatives.
Engel-Blackwell-Kollat Model of
Buyer Behaviour Contd.
Central Control Unit Contd.
2. Evaluating criteria which the consumer
uses in judging the alternatives.
3. General and specific attitudes which
influence the purchase decision.
4. Basic personality traits which influence
how the consumer is likely to respond to
various alternatives.
Engel-Blackwell-Kollat Model of
Buyer Behaviour Contd.
Decision Process
The decision process component of the model
consists of:
a. Problem recognition
b. Internal search and evaluation
c. External search and evaluation
d. Purchase processes
e. Decision outcomes
Engel-Blackwell-Kollat Model of
Buyer Behaviour Contd.
Decision Process Contd.
If the purchase decision is such that it requires
EPS, the consumer would go through all the 5
stages.
In case of L.P.S. or R.R.B, some of the
intervening stages may be skipped and the
consumer may directly reach the purchase
decision.
Engel-Blackwell-Kollat Model of
Buyer Behaviour Contd.
Environmental Influences
The factors that may influence the consumers
purchase decision are:
- Income
- Culture
- Family
- Social class and
- Physical situations
Engel-Blackwell-Kollat Model of
Buyer Behaviour Contd.
Environmental Influences Contd.
Depending on the specific product under
consideration, these factors may have a
favourable / un-favourable influence on the
purchase decision.