Foundations Of Senior Management

Marketing
Customer behaviour

Models of customer behaviour

Howard And Sheth Model

  • Inputs (stimuli)
     
    • significative
      The 'real' (physical) aspects of the product or service
       
    • symbolic
      The ideas or images attached by the supplier
       
    • social
      The ideas or images attached to the product by society, such as reference groups.
       
  • Outputs
     
    • The consumers actions
       
  • Constructs
     
    • perceptual
      Obtaining and handling information about the product or service.
       
    • learning
      The process of learning leading to the decision itself
       

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