Essay About Consumer Behavior And Buying Process

Consumer Behavior – Buying Process of Television
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The The Engel, Kollat and Blackwell (EKB) Model consists of
According to EKB model there are five distinct aspects of consumer decision making.
The five parts of the model are :
The buying process of a Television is elaborated using the EKB model
Input :
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All the stimuli that a consumer is exposed to which triggers some kind of behaviour constitutes information input
For television the inputs can be Advertising, store display or the point of purchase stimuli, Feedback from the friends and peers
Information Processing :
Stimuli received from the input is processed and triggers the decision making process.
When consumer thinks of a television he recalls the Brand ads, like Sony Bravia, Samsung smart
Decision Process :
The decision process focuses on five different stages, the consumer can enter into any stage based on the information processing stage.
Problem recognition : Realization of the problem
For television this can be triggered based on various daily requirements, experiences, beliefs, lifestyles, family influence, social class
Search:
Internal search (opting to one product based on the recall of products subconsciously ) and external search,
External could include reviews from web, peer community users
Alternative Evaluation :
The evaluation process is done based on information gathered so far. The alternatives are evaluated. Positive attitude towards a product leads to
purchase motive and tendency to choose.
Choice – Once the alternative options have been