CB EBM ppt
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Transcript of CB EBM ppt
Consumer Behavior
Topic: EBM Model
About Model
This model was created to describe the increasing, fast-growing body of knowledge concerning consumer behavior.
This model has gone through many revisions to improve its descriptive ability of the basic relationships between components and subcomponents.
This model consists also of four stages.
1) Information input.
2) Information processing. 3) Decision process stages.
4) Variables influencing the decision process.
Information Input.
Consumer gets information from marketing and non marketing sources.
If the consumer still does not arrive to a specific decision, the search for external information will be activated in order to arrive to a choice.
The consumer experience dissonance when the selected alternative is less satisfactory than expected.
Information processing
It mainly deals with consumer’s exposure, attention, perception, acceptance, and retention of incoming information.
The consumer mustExposed to the message.Allocate space for this information.Interpret the stimuli, andRetain the message.
Decision-process stages.
The central focus of the model is on five basic decision-process stages .
Problem recognition,
Search for alternatives, Alternate evaluation purchase, and
Outcomes.
variables influencing the decision process
Motives.Values.Lifestyle.Personality.social influences:-culture, reference groups,
and family.Situational influences:-consumer’s financial
condition.Culture.Religion.
Advantages
It mainly focus levels of consumer involvement
The model flow is quite flexible
Disadvantages
Too many variables ,complex model difficult to read
The model is vague i.e., key variables are vaguely defined
.
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