1.
Consumer Behaviour
Mobiles

2.
Howard Sheth Model
Attempt to explain rational choice behaviour within constraints of
• Limited individual capacities
• Incomplete information
Three levels of learning? Stages of decision making
• Extensive problem solving
• Limited problem solving
• Routinize response behaviour

3.
Extensive problem
solving
Early stage of decision making
Buyer has little information of
brands
Buyer choice criteria is NOT yet
formed

4.
Limited problem
solving
Advanced stage of decision
making
Choice criteria are now defined
Buyer undecided about the best
brand

5.
Routinized response
behaviour
Choice criteria are well defined
Strong predisposition towards one
brand
Little evaluation of alternatives by
the buyer

6.
Inputs
Three distinct stimuli
• Significant stimuli
- Proclaimed brand characteristics
• Symbolic stimuli
- Verbal and visual product characteristics
• Social stimuli
Significance
1) Quality
2) Price
3) Distinctive
4) Service
5) Availability
Symbolic
1) Quality
2) Price
3) Distinctive
4) Service
5) Availability
Social
1) Family
2) Reference group
3) Social class

7.
Perceptual construct
• How consumer receives information?
• How consumer understands information?
• Stimulus ambiguity
• Perceptual bias
Significative
inputs
Symbolic
inputs
Stimulus
Ambiguity
Overt
Search
Attention
Perceptual
bias

8.
Learning construct
Routinized
Response
Behaviour
Intention
Perceptual Bias

9.
Learning construct
Limited
Problem
solving
Intention
Perceptual Bias
Confidence
Attitude
Brand
Comprehension
Satisfaction

10.
Learning construct
Extensive
Problem
solving
Intention
Perceptual Bias
Confidence
Attitude
Brand
Comprehension
Satisfaction
Motive
Choice
Criteria

11.
Consumer Usual Buying Behaviour

12.
Dispose
• Spare
• Personal
• Exchange offer
• Scrap
• Family

13.
Thank you
Presented by Chandan Bhosale
M15003