model…
Potato chips…
Potato chips signifies needs at some time
Marginal utility to price ratio if high results in
purchase else neglect
Marginal utility perceived here is value obtained
by consumption of chips
Risk Involved in the product (Allergy & Calorie
factors)
May be a time-pass, style association
EBM-Extensive problem solving…
Let us consider a hypothetical situation
•Farmer who earns Rs.10 a day as daily wages.
•Takes his family to carnival
•His son sees chips packet and asks for it
External
Inputs Dec. Process D. P. Variables
Factors
Problem Beliefs
Recognition
Stimuli of Marketers and Others
Evaluative
Choice. Criteria Family Influence
Wife supports child
Outcomes
Normative
Satisf/Diss Compliance
EBM-Extensive problem solving…
Inputs-Stimuli of Marketers – attractive
packaging , BTL advertisements and activation
campaigns, Sales Promotions