Howard Sheth Model

YKG / CBMR / 2012-13

HOWARD-SHETH MODEL OF DECISION MAKING PROCESS OF BUYER

7 Ps of Marketing Mix External Factors Economic, Political, Technical & Sociocultural Buyers Social, Personal & Psychological Influences.

Buying Decision Process

Buying Decision Regarding Other Os

Dissatisfaction

Post Buying Behaviour

Disposal

YKG / CBMR / 2012-13

ENGLE- KOLLATT-BLACKWELL MODELOF BUYER DECISION MAKING PROCESS

Need Recognition Information Search Evaluation of Alternatives Buying Intentions

Unanticipated Situational Factors

Attitude of Others

Buying Decision

YKG / CBMR / 2012-13

HOW CUSTOMERS HANDLE DISSATISFACTION

Redressal Directly From Supplier

Take Some Action

Take Public Action

Legal Redressal

Dissatisfaction Occurs

Complain To Business, Private Or Govt. Agencies

Boycott Supplier

Take No Action

Take Private Action

Tell Others

YKG / CBMR / 2012-13

Customers Remarks & levels of satisfaction When customer says, We have got to buy from you, he is DELIGHTED; You are doing a good job, he is HAPPY;

We have no complaints with you, he is SATISFIED;

We will give you another chance, he is DESSATISFIED; We have had enough of it with you, he is DISGUSTED.

YKG / CBMR / 2012-13

HOW CUSTOMERS HANDLE DISPOSAL

Rent it Give it away Trade it Sell it Throw it Use for original purpose Keep it Use for new purpose Store it

Get rid of it temporarily

Loan it Product to be disposed Get rid of it permanently

Directly to consumer for reuse

To middleman for resell

YKG / CBMR / 2012-13

CUSTOMER INVOLVEMENT
Factors influencing customer involvement : Personal factors High involvement in the products or services which symbolize self

concept , needs and values of the buyer. ( Celebrities, Professionals, Artists etc.)
Product factors Risk associated with purchasing the product, ( a house, cosmetics) higher product differentiation ( Soaps, two wheelers), comparative pleasure received ( Beverages v/s door mats) and public attention influence the involvement ( cars, drapery ). Situational factors : Reason for buying (gift to dear ones or for personal use), Social pressure ( Buying alone or with friends and relatives), availability of time ( closing dates for discount) and eminence of decision ( non-returnable goods) influence the involvement.

YKG / CBMR / 2012-13

CUSTOMER INVOLVEMENT Types of Involvements

Situational Involvement It is an emotional feeling of the consumer experienced in a particular situation. (involvement in a holiday resort at a hill station ).

Enduring Involvement Similar feelings experienced by the consumer towards a product category across different situations ( musical instruments for a musician)

YKG / CBMR / 2012-13