Howard Sheth Model of Consumer behaviour

By
Prasanna Matsa
18331E0066
• What is Consumer Behaviour?
• Consumer behaviour is the study of
how individual customers, groups
or organizations select, buy, use,
dispose ideas, goods, and services
to satisfy their needs and wants.
Importance of consumer behaviour
• To design production policies,
• Know the effect of price on buying,
• Exploit the market opportunities
• Helps in understanding diversified preference,
• Understanding of various roles played by consumer,
• Results in consumer satisfaction.
 Howard Sheth Model

John Howard and Jagadeesh Sheth put forward the Howard

Sheth model of consumer behaviour in 1969.
Three levels of Decision making:
Extensive problem solving
Limited problem solving
Habitual response behaviour
 Four major set of variables
Inputs
Perceptual and learning constructs
Outputs
External variables
 Decision making process
• Significance
• Symbolic
• Social stimuli