2. INTRODUCTION
Engel Kollat and Blackwell model, also called as EKB model shows
various components of consumer decision making and the
relationships/interactions among them.
This model went through many revisions and modifications, in order to
elaborate the interrelationships between various components.
It resulted in another model called Engel,Blackwell and Miniard (EBM)
Model in 1990.
3. First developed in 1968.
The EKB model of consumer behavior was originally designed to save as
framework for organizing the fast growing body of knowledge
concerning consumer behavior.
This model talks of consumer behavior as a decision making process in the
form of five steps (activities) and other related variables which occur over
a period of time.
The Engel- Kollat -Blackwell model is essentially a conscious problem
solving and learning model of consumer behavior.
4. This model has a good description of active information
seeking and evaluation processes of consumer.
It has gone through a number of revision aimed at improving its
descriptive ability & clarifying basic relationship between component &
sub component.
A key feature of the EKB model is the differences between high and low
involvement as part of the buying process.
High involvement is present in the high risk purchase.
Low involvement is present in the low risk purchase.
7. INFORMATION PROCESSING
Three methods of information processing:
Exposure
Attention – stimuli focused on
Retention –transferring the input to long term memory
8. DECISION PROCESS
It consists of five steps:
• Problem recognition
• Search
• Alternative evaluation
• Choice
• Outcomes (post-purchase evaluation and behaviour)
9. 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
10. EXTERNAL INFLUENCES
• Consumers are influenced by environmental factors like
culture,
sub-culture ,
social class,
reference groups,
family and
situation
11. CONCLUSION
The Engel-Kollat-Blackwell model helps in seeking and providing problem solving and
learning model of consumer behaviour that also help in providing information seeking
and evaluation processes of consumer. As future entrepreneurs understanding the needs
of the consumers along with their buying behaviour and decision making process is
what makes a successful entrepreneur and this model helps in attaining an important
aspects of this needs. Thank you
