Howard Sheth Model & Gen Y

The Howard sheth model explains the reason why gen Y buy products, in other words. The Howard-Sheth Model of consumer behaviors gives an understanding to analyse and understand behavior of consumers . as shown below, it explains the way in the model works but to apply it to the generation Y, it hits different aspects.

The inputs are the ways in which the consumer is aware of the product in 3 categories, that is significative , symbolic and social aspects. Depending what input they are interested in the product/service such as social reason from a reference group (friends and peers) then allows them to get into the the perceptual and learning constructs, this means that the decision is being made to what they heard for the variables in the input section (the social factor of friends and peers). The perceptual constructs the information they gather from peers and then from their own independent research.The Learning constructs deals with stages the from the buyers motives to his or her satisfactions in the buying situation. If the buyer gets to the stage of the learning constructs it will take them to the outputs of actually purchasing the product/service.

GEN Y Input

If we apply this to Generation Y, the inputs are mostly price and social factors (friends and family references), it can relate to sheep thinking, the idea to do what other people are doing, known as following the trend.

Gen Y Perceptual Constructs

If the product was a smart Phone (technology is what this generation grew up) they tend to hear what family, friends and peers references then if they are really interested they will complete some of their own research, via internet research and talking to people who have a higher knowledge in smart phones (Orange, 02, T-mobile).

Gen Y Learning Constructs

With that intention they go through the understanding, which increases their confidence and attitude to that particular product (an iphone 4), as the iphone 4 has a huge brand comprehension, therefore gen y consider that to be the biggest satisfaction factor leading to the purchase.

Gen Y Output

Once they have leaded themselves to the purchase (meaning they have achieved to the output part of the model below) once purchased the product they then automatically have a i want this attitude caused by the brand comprehension and attention of the product which leads to satisfaction of purchasing the product.