Engel Kollat - the blackwell model and The Howard Sheth Model.

The Blackwell model “used concepts of behavioural science in an attempt to model, in a way both detailed and capable of general applications, the process which the consumers must go through in decision.” (Tuck 1976) This model is designed to show the development in the amount of knowledge in customer’s behaviour. In the model there are five stages, this involves problem recognition, alternate evaluation, search for alternatives and purchase and outcomes. It is not essential for the customers to go through all those stages.

The customers would get data from marketing and non marketing research; this would influence the problem recognition. This is the first stage of the decision making process for the customer. If the customers have still not come to a final decision, the consumer would go to the next stage of the Blackwell model.

Engel Kollat-The Blackwell Model

The Howard - Sheth Model

Howard and Sheth’s model on consumer behavior was introduced in 1969. This model makes it simple for customers to make a decision. There are three stages in this model. The first stage is the extensive problem solving stage, the second stage is the limited problem solving and the third stage is the habitual response behavior. At the first stage of the Howard's and Sheth’s model the customers do not have much information about the brand, at this stage customers will carry out research to find out about the brand. At the second stage customers have some information at the product or brand. At the final stage of the model, the consumer will have enough information on the product or brand to make a fair decision on buying the product or not.