Engel Blackwell Kollat model of consumer behaviour

Engel Kollat Blackwell model consists of four components:

a) Information processing

b) Central control unit

c) Decision process

d) Environmental influences.

a) Information processing

A shown in the diagram the information processing consists of exposure, attention, comprehension and retention of the marketing and non-marketing stimuli. For successful sales, the consumer must be properly and repeatedly exposed to the message. His attention should be drawn, such that he understands what is to be conveyed and retains it in his mind.

b) Central control unit

The stimuli processes and interprets the information received by an individual. This is done by the help of four psychological factors.

• Stores information and past experience about the product, which serves as a standard for comparing other products and brands.

• Evaluative criteria which could be different for different individuals.

• Attitudes or the state of mind which changes from time to time, and helps in choosing the product.

• The personality of the consumer which guides him to make a choice suiting his personality.

c) Decision process

This chapter is dealt with later in the text, and consists basically of problem recognition, internal and external search, evaluation and the purchase. The decision outcome or the satisfaction and dissatisfaction is also an important factor which influences further decisions. The decision process may involve extensive problem solving, limited problem solving or routinized response behavior. This depends on the type and value of the product to be purchased.

d) Environmental influences

The environmental influences are also shown in a separate box and consist of income, social class, family influences, social class and physical influences and other considerations. All these factors may favour or disfavor the purchase decisions.