Team

karthik.chilamantula@gmail.com
HYDERABAD
The model suggests three levels of decision
making.

Extensive problem solving

Limited problem solving

Habitual response behavior

 Extensive problem
solving
 Customer do not have any basic information
about the brand

 He does not have any preferences for any

product

 Consumer will seek information about all

different brands before purchasing.
 Limited problem
solving
Consumer have little knowledge
about market.

In order to brand preferences some

comparative brand information is
sought.
 Habitual response
behavior
The consumer knows very well about the
different brands.

He can differentiate between the different

characteristics of each brand.
Howard sheth model there are four major sets
of variables.

Inputs
Perceptual and learning constructs
Outputs
Exogenous(external)variables
Inputs
It consists of 3 distinct type of stimuli.
Significant stimuli(physical brand
characteristics)
Symbolic stimuli(visual product
characteristics)
Social environment(family , reference groups
and social class)
Perceptual and learning
constraints
Psychological variables involved when
consumer is contemplating a decision.
Some are perceptual in nature.
Perceptual bias occur if customer distorts
information
outputs
Results of perceptual and learning variables.
How consumers will respond to this variables?

Exogenous variables:
this doesn’t directly involved in decision
making.
It includes importance of purchase , religion ,
time pressure etc.,
Limitations
Too many variables complex model
that can be difficult to read.
Variables in the model have not been
clearly defined
Short distinctions between exogenous and
other variables have not been made
The model cannot be generalized