06th April, 2010 Consumer Behavior Assignment Tamas Mandal (09BM8089)

Application of EKB Model on Cars as a product

The Engel, Kollat and Blackwell (EKB) Model:

The EKB Model is a comprehensive model of consumer behavior which was elaborated by
James F. Engel, David T. Kollat and Roger D. Blackwell (1973). Each of the boxes in this
"multimediation" model of consumer behavior represents a variable that may influence
behavior. The arrows connecting boxes describe relationships between variables as well as
emphasizing that consumer behavior is a dynamic ongoing process. The diagrammatic
representation of the model is as below :

Fig : The EKB Model

Vinod Gupta School of Management, IIT Kharagpur

06th April, 2010 Consumer Behavior Assignment Tamas Mandal (09BM8089)

Application of EKB Model on Cars:

The buying decision process of a consumer i.e. the BLACK BOX has each of its components
influenced by some or the other variable. The buying decision process of the cars can be
elaborated using the EKB model as follows :

1. The Problem Recognition: The problem/need recognition of a car by a consumer is

triggered by many different variables like the beliefs, lifestyle, attitude, intentions of the
consumer which are called the decision variables. Also, many external factors like social
class, family influence, cultural norms or even experience of any unexpected
circumstances by the consumer could lead the consumer to identify car as a need.
2. Search: The factors and variables discussed above triggering a need lead the consumer
to search for cars which could solve his/her problems or satisfy his/her needs. The
search is facilitated by the marketing stimuli used by the marketers. The consumer can
refer to the magazines related to the cars, watch television programmes focusing on
cars, look for information on cars over internet or can look for information on cars by
taking advice from a third person. The search process is again affected by the decision
variables and external factors discussed as above like the evaluative criteria, beliefs etc
towards the sources of information or input sources.
3. Alternative Evaluation: Once the search process of the cars is completed, the consumer
starts evaluating all the cars based on the information it had gathered during the search
process for different cars. This is facilitated by a process called Information Processing.
Information Processing consists of six sequential steps which are : 1) Exposure to the
input information, 2) Attention paid while the consumer Is subjected to the various
information, 3) The way the information is comprehended by the consumer 4)
Acceptance of the information about the cars, 5) Retention levels of the consumer of
the information about the cars which he/she has comprehended and accepted, and 6)
Memory which is a result of the intensity of the above five steps.
4. Choice: Once the alternative cars have been well evaluated by the consumer, he/she
makes a choice of the car based on his evaluations in the previous steps, other variables
like his/her lifestyle, attitude, belief, motives etc. Also other factors like cultural norms,
social class, his/her reference groups and family influences play an important role in
making a final choice of the car.
5. Purchase: Once the choice has been made, the purchase process takes place
6. Outcome: The car once purchased will be used by the consumer which will then yield
certain perceptions about their purchase on the basis of other’s thoughts, service
quality of the retailer, performance of the car and many other factors. These
perceptions will indicate either Satisfaction or Dissatisfaction with the purchase of the
car.

Vinod Gupta School of Management, IIT Kharagpur