Explain Howard-Sheth model of Consumer Behavior

Howard-Sheth model:

          It is an integrated model. It assumes problem solving approach in buying and adopts input-output or system approach in buying.

It has four sets of variables:

(a)Input

(b) Perceptual and learning constructs

(c) Output

(d) Exogenous or external variables.

• Input:-

Inputs are provided by 3 types of stimuli:

• Significative stimuli.
• Symbolic stimuli.
• Social stimuli.

• Perceptual and learning constructs:-

These constructs are psychological variables which influence the consumer decision making process.

Example: motives, attitudes & perceptions.

• Output:-

Means purchase decision. It may be either satisfaction or dissatisfaction after purchase.

• Exogenous or external variables:-

It indirectly influences the consumer.