Applying the Engel-Blackwell-Miniard model to laptop and headache remedy purchases

Consumer Decision Model

There are a number of theories with respect to consumer buying behavior. One notable theory, the Engel-Blackwell-Miniard model, assumes that purchases reflect a problem-solving process. This paper will analyze two recent purchases that I have made. One is a high involvement purchase and the other is a low-involvement. A high-involvement purchase is one where the consumer is likely to conduct research and give careful consideration to the purchase. High involvement goods are those that are either expensive, have long time frames or both. Low involvement goods are typically inexpensive items, usually for which there is minimal amount of research and analysis involved in the process. The high involvement purchase is that of a laptop; the low involvement purchase being studied is that of a headache remedy.

Laptop

The Engel-Blackwell-Miniard model begins with need recognition. In my case, my old laptop was breaking down and a new one was required. For this purchase, the next step was alternative evaluation. There are a set of beliefs and attitudes that help to frame this decision, and those are where my search begun. A fundamental belief central to the question of laptops is Windows vs. Mac, and that was a question I needed to work through as there are merits to both choices, but I needed a machine that was going to fill my needs as a university student. I actually wanted to challenge my preconceived beliefs and attitudes to set myself with a starting point in my search.

This analysis included both external and internal environmental considerations. There are social norms that need to be considered, including those of my friends and families. Laptops can be a source of identity for some people, but a tool for others. I sought advice from people in my life that had a variety of different computer experiences. I had not purchase a new laptop in a few years and believed that first and foremost I needed to be brought up-to-date with the latest information to help me set a general direction. I needed to know about a number of different things -- software, security, performance, life span, cost, features and a whole host of other important considerations.

My external analysis essentially sent me back to an internal search. I had some information committed to memory about past experiences of both myself and my friends, but I needed to acquire much more knowledge about the options in the market so I turned to the Internet to gather more information. At this point in the process, I had already followed half of the Engel-Blackwell-Miniard (EBM) model and was now moving through the other half of the model. My search through the external information was processed in conjunction with advice I had already received from friends and families. This led me to a short list. During this part of the process, the names that had made the short list were generally those that were most talked-about by either my family, friends or online. Over the course of my research, some names had been mentioned briefly but did not register long enough for that brand to make my short list.

Ultimately, I was able to weigh the merits of each laptop that I had shortlisted. I compared these merits to my own preconceptions, which factored heavily in the final decision. I actually had trouble making a final decision. My computer was beginning to decline considerably, which forced me into make my decision more rapidly. I was worried that I would make the wrong choice. Ultimately, however, I believe that I made the right choice with my decision.

For this high involvement decision, a wide range of factors were influential in my final decision. These ranged from objective factors such as an analysis of laptop features to the subjective views of my peer group with respect to choice of brands. These factors are not always easy to reconcile, and that was again my experience. With a high involvement purchase, there is a considerable amount of fear and risk involved, so the process becomes drawn out and it becomes more difficult to make a decision until that decision is absolutely necessary. The EBM model captures the different variables that go into a high involvement purchase. The flexibility of the model allows for the reality that consumers often go through the different steps in different stages, and put the steps together in their own way. Over time, the model unfolds in the consumer's mind and a decision is reached.

It is interesting that the decision immediately becomes part of the feedback for the next decision. For example, I was not terribly enamored with my older laptop, so that brand was ruled out fairly quickly in the process -- I simply did not feel right about buying that brand again when there are so many on the market. The new purchase immediately went into my memory so that the next time I purchase a laptop, a lot of the lessons I learned from this process and the analysis that I undertook will form the basis of the next laptop purchase decision-making process.

Strengths & Weaknesses of the Model

The EBM model is complex because it encompasses such a wide range of factors. I feel that the main strength of this model is that it allows for a multi-directional thought process flow and for a number of different factors to be incorporated into the final decision. The model, therefore, is highly effective with respect to high involvement purchases.

The comprehensive nature of the EBM model, however, does not lend itself to the evaluation of low involvement purchases. From the consumer's perspective, it is like using a chainsaw to slice an apple -- its size and power makes it a bit unwieldy. That said, EBM probably does have relevance for marketers. For the marketer, it is important to understand which of the factors goes into the purchase, whether the purchase is high involvement or not. If we consider the headache remedy, for the marketer it is important to know that I generally make two main choices for this product and that I make them early on in life. Then I stick with my decision unless I have a compelling reason to change it. For the marketer, this highlights the necessity of appealing to consumers at a young age, and it highlights the necessity of differentiation. The model does allow the marketer to gain insight, specifically so that the marketer does not waste time focusing on decision-making factors that are not involved.

Indeed, EBM does help the marketer in understanding where those first decisions come from. The headache pill maker needs to understand why I made the initial choice I did -- was it the same type we had in the house growing up? Was it something I learned about from friends? Did I find out about it some other way? That knowledge is not something that I think about as a consumer unless prompted, and even then I do not specifically remember the details. But for the marketer, it is valuable to know at which point in the process as described in the EBM model did I make that critical decision. So the model works better for the marketer than the consumer on low-involvement purchases, because for the marketer that decision is not low-involvement. When there is high involvement, the EBM model allows the different factors that go into decision making to be effectively broken down.

Works Cited:

Schiffman, L., Cass, a., Paladino, a., Alexssandro, S. & Bednall, D. (2011) Consumer Behaviour, Frenchs Forest: Pearson (5th Ed)