ANALISIS OF ASSAEL’S MATRIX

PRESENTER: UAG

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 Assael’s Model/ Matrix

High involvement Low Involvement

COMPLEX BUYING VARIETY SEEKING
Significant BEHAVIOR BUYING BEHAVIOR
difference Extensive decision making. Limited Decision making.

Consumer are highly involve If Product is satisfactory

amongst brands Product are expensive,risky, decision for purchase will be

Consumer don’t Know the

made.

product and expensive.

DISSONANCE REDUCING HABITUAL BUYING
Very few BUYING BEHAVIOR. BEHAVIOR
difference Buy now,think later. Routine

After sales service response./programmed

amongst brands Warranty not available due
to cheaper price
behavior.
Little decision making,more
of habitual thing.
Based on previous 2

experience.
 Types of Buying-Decision
Behavior

Difference Involvement Level

between brands High Low

Significant
Complex Variety-seeking
Differences buying behavior buying behavior

Dissonance-
Few reducing buying
Habitual buying
Differences behavior behavior
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 HIGH INVOLVE MENT

(Significant Difference Amongst Brands)

[Complex buying behavior]
1. CAR
2. INSURANCE POLICY
3. Mutual Fund
4. House
5. Rolex
6. Golden jewelry
7. Black berry mobile (Nokia)
8. Refrigerators
9. Designer cloths.
10. IBM Laptop 4
 Very few difference amonst
brands:
 DISSONANCE REDUCING BUYING BEHAVIOR
1. Magazine
2. Electric bulb
3. Wire
4. Low cost mobiles
5. McDonalds burger
6. KFC
7. Pencils
8. Soft ware
9. Shampoo Rs 1
10. Movie Ticket

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 LOW INVOLVEMENT:
 Significance difference among brand.
(Variety seeking buying behavior)
1.
Foreign branded perfume
2. Mc Donanlds
3. KFC
4. K.C paul; umbrellas
5. Mont blanc
6. Coffe hause
7. Wills
8. Minerals water
9. Barista
10. Cofee day
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Very few difference amongst
brands(Habitual buying behaviors)
1. Soaps
2. Detergents
3. Tooth paste
4. Hair oil
5. Mosquito repellent Spray
6. Face wash
7. Razors
8. After save cream
9. Beauty Creams
10. Body spray &Perfume
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 Buying roles

 Roles that a person plays in buying or using a

product.
 Initiator

 Influencer

 Decider

 Buyer

 User

 Maintainer

 Disposer
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.

. Product comes in which category

 Father,mother ,Childs dominants.

 Tooth paste
 Health drinks
 Potato chips
 T.V Sets
 Micro wave ovens
 Washing machine.
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 UNIQUE ALPHA GROUP
 ANIL SHARMA………………T004
 ABHIJIT BERA……………….T011
 ARNAB CHATERJEE
 NILADRI MITRA
 MANIK DAS
 MAQSOOD ALAM

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