The Consumer Decision Making Model By Howard And Sheth

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Consumer decision making process generally involves five stages:

A. Problem Recognition

Purchase decision making process begins when a buyer becomes aware of an unsatisfied need or problem. This is the vital stage in buying decision process, because without recognizing the need or want, an individual would not seek to buy goods or service.

There are several situations that can cause problem recognition, these include:
• Depletion of stock
• Dissatisfaction with goods in stock
• Environmental Changes
• Change in Financial Situation
• Marketer Initiated Activities

It’s when a person recognizes that she cannot make a call from her mobile phone that’s when she recognizes that her phone has been damaged i.e. the phone has hardware problems
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Their typical buying situation is summarized by low-level involvement in a market that displays high levels of product differentiation. Common to this type of consumer, is “brand switching”, in order to satisfy their need for diversification.

In order to fully ascertain the effects that branding has on the consumer decision making process, the Howard-Sheth Decision-making model by Howard and Sheth (1969) is used that explains not only the process of consumer decision-making during purchasing activities, but one that facilitates the understanding of pre and post purchasing activities as well.

The model’s core assumption lies in that the key to determining behavior exhibited by consumers is to fully understand the consumer thought process. The Howard-Sheth model illustrates that cognitive decision-making is the process in which consumers mentally process information that influences his or her selection of brands.

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Levi Strauss & Co. (LS&CO) was named after its founder Levi Strauss in 1853. Since then the journey of its success has been going on. It has cast its spell in more than 110 countries. Levis as leading jeans brand has entered into the international parlance and flooding the market with its designer apparels. Levis products are marketed under various brand names like Levis, Dockers and Levi Strauss Signature.

ITC’s Lifestyle Retailing Business Division has established a nationwide retailing presence through its Wills Lifestyle chain of exclusive specialty stores. Wills Lifestyle, the fashion destination, offers a tempting choice of Wills Classic work wear, Wills Sport relaxed wear, Wills Clublife evening wear, fashion accessories and Essenza Di Wills – an exclusive range of fine fragrances and bath & body care products for men and women. Wills Lifestyle has also introduced Wills Signature – designer wear designed by the leading designers of the country.

UNITED COLORS OF BENETTON The United Colors of Benetton (UCB) is changing hues in India. Flush with plans of capturing 80,000 sq ft of retail space across the country before the year ends, coupled with a stringent fabrication and merchandising exercise, United Colors of Benetton is aiming to shore up volume and value sales, while also presenting a larger-than-life facet of its retail
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