The Howard sheth model of consumer behavior was introduced by John Howard and

Jagadish sheth, the model extensively talks on the customer behavior and the factors that
affect the output when a input as a stimuli is passed into the system consisting of variables
that determine the decision making. The entire process has variables affecting perceptions
and learning, these variable are hypothetical since they cannot be measured inside the
process.

The model suggests three type of customers:

1. Extensive problem solving
Where a customer does not have any information on the market or business
or brand with whom he is dealing and prefers to seek out information to know more about
the market situations
2. Limited problem solving:
Here the customer has a little knowledge on the market and partial
knowledge on what is required by them, comparison is sought to make a purchase.
3. Habitual response behavior
Here the customer has complete knowledge on the market and also
differentiate between various market players and also take a informed decision.

The model strives on 4 components:

1. Input – where available offers are entered
2. Perceptual and learning constructs – here the offerings are clearly evaluated by
various factors such as environment and cost
3. Output – the decision making process is complete with a purchase decision.
4. Exogenous variables – not directly part of the decision making process, but may
affect indirectly such as situation and environment

The main difference between Webstar-and-Wind-Model (WAW) and Howard sheth(SH)

model is that WAW model has different decision making steps where as SH does not, the
WAW model identifies six different members involving in a decision making, where as SH
considers other than members some more hypothetical factors SH gives more importance
to the output decision where as WAW focusses on environment of the members affecting
the decision
Annexure: