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INTRODUCTION
Howard Sheth Model is one of the most objectively constructed contemporary models of consumer behavior. It is an attempt to explain rational brand choice behavior within the constraints of limited individual capacities and incomplete information. The model attempts to deal with both ovet behavior and internal or congnitive behavior that can not be directly observed. The model distinguishes among three levels of learning (i.e., stages of decision making).
1. Extensive problem solving
2. Limited problem solving
3. Routinized response behaviour.
Extensive Problem Solving : Extensive problem solving takes place when the consumer's knowledge and benefits about brands are very limited or non existent, and he does not have specific brand preference. Here the consumer actively seeks information concering a number of alternative brands.
Limited Problem Solving : Limited problem solving takes place when the consumer's knowledge and beliefs about brands are only partially established and he is not fully able to access brand differences in order to arrive at a preference. Some comparative information is sought although the decision criteria are likely to be fairly well defined.
Routinized Response Behaviour : Routinized response behaviour occurs when the consumer's knowledge and beliefs about the brand and its alternatives are well established and the consumer is predisposed to the purchase of one particular brand.
Howard Sheth model postulate four sets of concepts that he sid as constructs or variables. These are:
1. Inputs
2. Perceptual and learning construct (Hypothetical construct )
3. Output
4. Exogenous Variables.
Input : Input variables are stimuli from the buyer's environment. These include product variables - physical brand characteristics (significative stimuli) and verbal or visual product characteristic (symbolic stimuli) - such as quality, price, distinctiveness, availability and services as well as symbolic meaning of these variables. Marketer in the form of product or brand information furnishes symbolic stimuli. Besides these inputs, other input is social environment, which include family, reference groups and social class.
Perceptual and Learning Construct (Hypothetical Constructs ) : These are the internal states of the individual that process and interpret the input stimuli. These states are not observable and changes in them must be inferred from output variables. It is the central component of the model with the psychological variables that are assumed to operate when the...