engel kollat blackwell model is surrounded around the decision process and it is the core of the model.

Input

 Stimuli are of two types marketers(tv ads, radio, dailies, weeklies, newpaper, internet, word-of-
mouth) and non marketers(cultural factors)
 For eg the input of the information is done through the tv ad so that acts as a marketing stimuli
and gets the information in the minds of the individual.

Information process

 Once the information is spread the information is exposed to the individuals which leads to
attention of the potential clients
 Once the attention is grabbed brand comprehension occurs in simple words people are able to
remember the brand either by the image or the product.
 After the brand comprehension if individual understands the application of the product or
service and finds the accordance with his/her needs acceptance would happen regarding the
product.
 And after the acceptance the consumer decides to retain to the product retention occurs. It is
ideal to have reinforcement of the preference of the product while considering alternative
products and it also generates brand loyalty.

Memory making decision, evaluation of alternatives, epicenter of all the activities.

Decision process

 Problem recognition is the 1st place what a consumer thinks about because there has to be a
space for the product in the life of the consumer. If the product is not solving any problem or is
not creating a purpose of itself in the mind of the consumer then there is no relevance for the
consumer for the product.
 Starts searching about the product and once the clues is found out they will find the alternative
products as the market is full of competitors. And the preference process happens. Main
perceptual buyers regarding a particular brand
 And after the evaluation the best of the best is chosen and the purchase is made.
 Post purchase the outcome can be of two types satisfied or not satisfied depending on the utility
level of the product which may be subjective from individual to individual.

Variables that affect the decision process negatively or positively.

Decision variables
 Beliefs which are made due to external sources friends or family.
 Motives is related to the application of the product which are the features which are
wanted by the consumer
 Attitude towards the product which is internal and is dependent on one self as it is
subjective and biasness plays a role in the following.
 Lifestyle is the society in which we live and the norms which are followed by oneself
with reference to the society. Demographics of the individual.
 Intentions
 Evaluation criteria
 Normative compliance