Howard Sheth Model Of Consumer Behaviour [Explained With Example!]

Howard Sheth Model Of Consumer Behaviour provides a comprehensive framework for analyzing consumer behavior and the factors that influence it. 

In this blog post, we will dive into the key components of the Howard Sheth Model and explore how businesses can use it to better understand and target their consumers along with an example!

What Is Howard Sheth Model?

First, let’s define what exactly the Howard Sheth model is. Put simply, it’s a model that helps explain how consumers make purchase decisions. It was developed by two marketing geniuses, Jagdish N. Sheth and John A. Howard, in the late 1960s.

The Howard Sheth model is made up of three main components: the input stage, the processing stage, and the output stage.

Howard Sheth Model Explanation

Input Stage

The input stage is all about gathering information. This is where consumers collect data about a product or service through advertising, word of mouth, and personal experience. They take in all of this information and use it to form a set of beliefs and attitudes about the product.

Processing Stage

The processing stage is where all of that information is analyzed and evaluated. Consumers look at the pros and cons of a product and compare it to other options on the market. They also consider their own personal needs and wants.

Output Stage

The output stage is the final decision. Consumers decide whether or not to purchase a product based on the information they have gathered and processed.

Howard Sheth Model Explained With Example!

Let’s say you’re a marketer for a new brand of toothpaste. You want to understand how consumers are making their purchasing decisions for toothpaste, so you decide to use the Howard Sheth model to analyze the consumer behavior.

Input Stage

First, you gather information about consumer’s beliefs and attitudes towards toothpaste. You conduct surveys and focus groups to find out what people think about different brands of toothpaste. 

You also look at advertising and word of mouth to see what kind of information is being shared about toothpaste.

Processing Stage

Now, you analyze and evaluate the information you’ve gathered. You look at the pros and cons of your brand of toothpaste compared to other brands on the market. 

You also consider the specific needs and wants of different consumer groups. For example, you might find that people with sensitive teeth have different needs than those without.

Output Stage

In the final stage, you use the information you’ve gathered and processed to make a decision about how to market your brand of toothpaste. 

You might decide to target a specific consumer group, such as those with sensitive teeth, or you might decide to focus on the unique benefits of your brand, such as its all-natural ingredients.

So, by using the Howard Sheth model, you were able to understand that the consumers with sensitive teeth are more likely to go for toothpastes with natural ingredients and less chemicals and you target your marketing strategies accordingly which helped your toothpaste to stand out in the market and attract more customers.

Facts about Howard Sheth Model

• The Howard Sheth model was first published in 1969 in the book “The Theory of Buyer Behavior”
• The model is based on the idea that consumers go through a cognitive process before making a purchase decision
• It is one of the earliest models of consumer behavior that takes into account the role of emotions and attitudes
• The model has been widely used in marketing research and is considered a classic in the field of consumer behavior

Final Thoughts!

The Howard Sheth model of consumer behavior is a comprehensive model that takes into account the various factors that influence consumer behavior. 

It’s a great tool for marketers to understand how consumers make decisions and how they can influence those decisions.