The Engel Kollat Blackwell Model

Presented by : Asha Sagar Ali ajay .

.INTRODUCTION The Engel-Kollat-Blackwell model is essentially a conscious problem solving and learning model of consumer behaviour. This model has a good description of active information seeking and evaluation processes of consumer .

information processing. .The ekb model is a comprehensive and shows the components of decision making and the relationship and interaction among them. The five distinctive parts of consumer decision making are input. decision process variables and external influences.


demonstrations) Other stimuli (e. store display. conversations with friends) External search . personal recollections..g. advertising. contact with others Marketer-controlled stimuli (e.INFORMATION INPUT Input includes all kinds of stimuli from our contact with the world around us: Our experiences.g..

INFORMATION PROCESSING Stimuli are processed into meaningful information Three methods of information processing: Exposure Attention Retention .

DECISION PROCESS It is triggered at any time during information processing It consists of five steps: Problem recognition Search Alternative evaluation Choice Outcomes (post-purchase evaluation and behavior) .

DECISION PROCESS VARIABLES Those individual qualities that make people/consumers unique. Decision process variables include Motives Beliefs Attitudes Lifestyles Intentions Evaluative criteria Normative compliance and informational influence Other aspects of self .

family and situation . sub-culture . social class.EXTERNAL INFLUENCES Consumers are influenced by environmental factors like culture. reference groups.


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