According to the howards model, behaviour first begins with the feling of need and drive represented as a goal.

the individual becomes attentive to triggering cues which indicates that some alternatives would satisfy the cue aroused. Thesew cues will hten arouse the choice process which is inturn affected by state of predisposition to buy the item. If in case the predisposition becomes low then the information searh get sactivated by both personal and impersonal sources/information cues. Bu then, Kollat believed that there is no compulsion of arousal for the behaviour to show up but of course, physical and psychological needs perform this function. The result of this is arousal of drive that makes one take the necessary action to fulfil the need. He also stated that arousal can also occur due to awareness of an external stimulus. (example of the magazine in the book.hw adds make them want things) The concept of predisposition is eferred to a latent attitude abou thte utility of on eor more (group) of alternatives that satisfy the needs. It is influenced by favourableness of post decision evaluation. Howard also mentions about perceptual bias.. In simple words it means customers see what they want to see. Dimensions such as price, quality etc becomes psychologically important to the buyer in different ways. The dimension they give most importance to become their view of seeing the item. If their mind is preoccupied with price concerns, all they want to see is price and that becomes the foundation (primary importance) when buying a product. Kollat (1970) believes that these predispositions affect and influence the perception and behaviour in their own right. They also interact with the information of experience to form attitudes and values which his the organisation of beliefs, habits, concepts and motives associated to one particular object. A model of consumer behaviour (kollat 1970) also mentions about the inputs to the system. Accordin to this model, everybosy is bombarded with stimuli both social and physical. One importnavt stimulus input is the range of products available and the other one is the demands of family members, generally accepted social norms and behaviour of close ones and the most important concern of the inpu tis the way in which a person makes sense of what he perceives. An automatic response behaviour pattern was also observed in some customers. In this pattern, the person has had previous experiences of the product with an extensive liking towards it which makes their preferences so strong htat only one alternative is considered in buying. Kollat (1970) mentione din his book that nearly all that we do is a centrally controlled unit as either conscious or unconscious memory. It is the resut of htsi that we learn to respond to stimuli of various stypes and if this was not possible, our world would be nothing much than an blooming confusion. But a person cannot consciously hear and attend to all the stimuli. This is whrere comparison comes in. the individual sizes up the inputs selectively and compares it to various things stored in the memory. Htsi will make him not attend to the unnecessary cues. The Howard and Sheth theory (1969) describes the stimuli split into 3 categories. The symbolic inputs (mass media, salespeople) , the significative inputs (quality, price, service, distinctiveness, availabitlity) and social inputs (family, reference groups and social class). These stimuli influence the persons perceptual field to produce stimulus ambiguity-the feeling of uncertainty which can reduced by search of further information and perceptual bias-result of people fittn fin the new information into the existing mental set. The ATR-Awareness-Trial-Repeat model (Ehrenberg 1974) also gives a similar pattern to the buying behaviour. Firstly, the cosumer is made AWARE of the product, he then gives it a TRY (various factors mentioned previously influence the buying behaviour after being made aware of the product) and

then REPURCHASES it according to the favourability or the bias that he develops towards the product. Forthermpre, the next question that arises is that how will he customer choose the products by comaring? It is a problem for htem to solve. Although it could be high involvement leading to EPS (Extended Problem Solving) or LPS (Limited Problem Solving)

REFERENCES howard, john a, 1963. marketing: executive and buyer behaviour. 1st ed. new york: columbia university press. Howard, J.A. and Sheth, J.N. (1969) The Theory of Buyer Behaviour, New York: Wiley