1. Belk뭩 simplified model of innovation adoption
2. The Engel, Blackwell and Miniard model of consumer decisions
3. Dan Hill뭩 consumer decision
Consumer behaviour consists of the activities that people engage in when selecting, purchasing and using products and services so as to satisfy needs and desires. Such activities involve mental and emotional process in addition to physical actions. So, many marketers have to understand how and why consumers make decision and behave the way they do. This paper compares with three consumer decision model, which models are Belk, Engel and Hill. Theories of Belk and Engel support the belief that individuals are rational. Individuals think and move through stages when making a purchase decision. These theories that people are rational thinkers have led to the identification of a consumer buying decision process. These decision processes with its different levels of involvement and influencing factors has been widely accepted and is fundamental to the understanding of consumer purchasing bebaviour.