An Empirical Test of the Howard-Sheth Model of Buyer Behavior

Abstract

The Howard-Sheth buyer behavior model was cast in the form of a multiple-equation regression model for testing data on a grocery product in a specific market. Estimated structural parameters were generally consistent with the model’s predictions, but some goodness-of-fit measures were weak. The model was useful for organizing this analysis of consumer behavior, but the test put extreme pressure on the data. Considerably improved data collection techniques and procedures will be needed before the full empirical potential of such models will be realized.