Internal

Influences

DESIRED
STATE ACTUAL
OF NEED STATE PROBLEM
SATISFA – OF RECOGNI-
NEED = TION
CTION/F
ULFILME FULFIL
NT MENT

External Stage of
Influences motivation/arousal
regarding the need
 Need Recognition

Information Search

Evaluation of Alternatives

Selection of Brand and Outlet

Post-purchase Reactions

Components of the buying process

Description of Engel-Kollat-Blackwell Model

Four major components:

1. Information Processing: It consists of consumer’s selective

exposure, attention, comprehension and retention of stimuli
relating to a product or brand received from marketing and
non-marketing sources.

As a marketer, the first step is to ensure that a consumer is

exposed to your message or stimuli, pays attention to it,
understands what it is all about and also remembers it.
2. Central Control Unit: The stimuli thus received and retained
are processed in the central control unit. The stimuli is
processed and interpreted with the help of four psychological
filter:

- 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.
3. Decision process: 

The decision process component of the model consist of:

- Problem recognition
- Internal search and evaluation
- External search and evaluation
- Purchase processes
- Decision outcomes

If the purchase decision is such that it requires extensive

problem solving, the consumer would go through all the
above five stages. In case of limited problem solving or
routine response behaviour, some of the intervening stages
may be skipped and the consumer may directly reach the
purchase decision.
4. Environmental 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.
 HOW DO CONSUMERS DEVELOP A
CONSIDERATION SET OF ALTERNATIVES
 Forming a Consideration set of Brand Choice Alternatives
All brands in product class

Unknown brands Familiar brands

Brands found Evoked set

Brands found Unrecalled
through (brands
accidentally brands
intentional activated from
search memory)

Consideration set of brand choice

alternatives
Brand Mapping Brand Essence:
- Single simple value, easily understood
and valued by customers. Personality of
the brand.
- Distinctive Element in the market
-A consumer feels loyal to this-referred to
as Brand Equity.
Benefits: Help meet the wants and
needs.They should be implied in the
attributes

Attributes: they shouldn’t clash the

essence, but reinforce it.
Attributes working against basic
brand personality?

Are any benefits being delivered that are not

attracting the attention of the consumer because
they are not linked to a characteristic or attribute
which would get them noticed?
 Brand- Benefit Analysis

Brand Segment Benefit Attribute

Lifebuoy Economy Health Germ Kill

Lux Popular Beauty Film Stars

Rexona Popular Skin Coconut Oil

Cinthol Premium Deodoriser Ingredient

Liril Premium Freshness Lime

Max Diff is one of the tools to search what are
these benefits that the customers seek from a
given product or service.

- Building up a big inventory of products that

customers do not want as a result of returned
goods.
- Consumers have a hard time articulating their
real desires.
- Companies need to sharpen the distinction
between “Nice to have” and “Should Have”
products.
- Max Diff Scaling technique.
Max Diff Scaling Tech:
1. Make a sequence of explicit Trade-Offs
2. Prepare a list of various product attributes with
potential benefits.
3. Present respondent sets of 4 or so attributes at a time.
4. Now select which attribute of these four are best and
worst.
5. After providing different rounds of mixed
combination, it helps researcher to find the standing of
each attribute relative to the number of times
customer selects it as their most or least important
consideration.