5 stage consumer behavior model by Engel, Blackwell and Kollat

 

Critically evaluate the 5 stage consumer behavior model by Engel, Blackwell and Kollat (1968) which was updated in 1978.

Sample Solution

5 stage consumer behavior model by Engel, Blackwell and Kollat

We always make decisions even when we aren’t aware of them. Purchase decisions are similar. Some are made quickly, without much thought, while others can take weeks or months of research and deliberation to decide. In 1968, researchers Engel, Blackwell, and Kollat developed a five-step model of the consumer buying decision process (known as the Engel-Blackwell-Kollat or EBK model), and that model is still useful for marketers today. They include: 1. Problem recognition. The first step of the buying is that the consumer recognizes a problem which needs to be solved, or a need which needs to be satisfied. 2. Information search. A consumer will want to be very thorough in her search and seek out information regarding features, pricing, and ease of use. 3. Alternative evaluation. Most consumers have a list of criteria that the solution must meet. 4. Purchase. 5. Post-purchase.

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