Howard Sheth Model

BY,
THOWFIKA S
HOWARD SHETH MODEL OF BUYER
BEHAVIOUR
John Howard and Jagadish Sheth put forward
the Howard Sheth model of consumer behavior in
1969, in their publication entitled, ‘The Theory of
buyer Behaviour’.
DEFINITION

The Howard Sheth Model is an approach for

analyzing the combined impact of the social,
psychological and marketing factors on the buying
behaviour or preference of the consumers and the
industrial buyers into a logical order of information
processing.
Four Components Involved In The Model

•Input Variables
•Hypothetical Constructs
•Output Variables
•Exogenous Variable
Hypothetical constructs

• Perpectual constructs
• Learning constructs
 Perpectual constructs

These components define the consumer’s procurement and perception of the information
provided at the input stage.

•Sensitivity to Information: The buyer’s level of understanding or openness towards the

information received by him/her.
•Perceptual Bias: On the grounds of individual perception of each brand, the buyer is
partial towards a particular brand.
•Search for Information: The buyer also seeks for more information to ensure the right
decision-making.
 Biblography
https://hmhub.in/howard-sheth-model.
https://commercemates.com/howard-sheth-m
odel
https://theinvestorsbook.com/howard-sheth-
model.html
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