EKB MODEL (5 Stage decision making Process)

EKB MODEL (5 Stage decision making Process)

1. (Consumers as problem solver) Consumers will gather as much data as needed to make an informed decision. Consumers form expectations of the value of additional information and continue to search. Utilitarian assumption. People put themselves out to collect as much information as ossible.

   • 1.PROBLEM RECOGNITION
     • 2. INFORMATION SEARCH
       • 3. EVALUATION OF ALTERNATIVES
         • 4. PURCHASE (SELECTION OF ALTERNATIVES)
           • 5. OUTCOME (POST PURCHASE)
             • Satisfaction / Disatification
             • Brand loyalty
             • Quality
             • Disposal
         • Evoked set
         • Mental categories of products
         • Product positioning
         • Competition
         • Exemplar
       • Internal
       • External
     • Opportunity (Ideal to Actual)
     • Need (Actual to Ideal)