The Engel-Kollat-Blackwell (EKB) Model of Consumer Behavior, developed in the 1960s, offers a comprehensive framework to understand the complex consumer decision-making process. It consists of several key stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.
The model also incorporates influences such as psychological factors, social factors, and the consumer's previous experience. Individual and environmental factors interact throughout the decision-making process, leading to the formation of attitudes and preferences. The EKB model acknowledges that consumer behavior is fluid and subject to the influence of diverse internal and external factors.
Marketers use this model to analyze and influence consumer decision-making by addressing specific stages of the process, understanding the factors that impact each stage, and tailoring marketing strategies accordingly. The EKB model remains a valuable tool for marketers seeking to comprehend and respond to the intricacies of consumer behavior.
