consumer behavior asseals matrix
Post on 27-Apr-2015
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ANALYSIS OF ASSAEL’S MATRIX
PRESENTER: UAG
OBJECTIVES.
1] Fitting Products into Assael’s Matrix and analyze how they are fitting in It.
2] Who are the Decision maker in each of the product.(Pa,Ma,or Kid)
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Assael’s Model/ MatrixHigh involvement Low Involvement
Significant difference amongst brands
COMPLEX BUYING BEHAVIORExtensive decision making.Consumer are highly involveProduct are expensive,risky,Consumer don’t Know the
product and expensive.
VARIETY SEEKING BUYING BEHAVIORLimited Decision making.If Product is satisfactory decision for purchase will be made.
Very few difference amongst brands
DISSONANCE REDUCING BUYING BEHAVIOR.Buy now,think later.After sales serviceWarranty not available due to cheaper price
HABITUAL BUYING BEHAVIORRoutine response./programmed behavior.Little decision making,more of habitual thing.Based on previous experience.
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Types of Buying-Decision Behavior
Difference Difference between between brandsbrands
SignificantSignificantDifferencesDifferences
Complex Complex buying buying
behaviorbehavior
LowLow
FewFewDifferencesDifferences
Dissonance-Dissonance-reducing reducing buying buying
behaviorbehavior
Habitual Habitual buying buying
behaviorbehavior
Variety-Variety-seeking seeking buying buying
behaviorbehavior
HighHighInvolvement LevelInvolvement Level
Methodology
Sample size= 25 Sample area= Kolkata. Sampling process= Judgmental
sampling Instrument = Questionnaires.
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HIGH INVOLVE MENT
(Significant Difference Amongst Brands)[Complex buying behavior]1. CAR2. INSURANCE POLICY3. Mutual Fund4. House5. Rolex6. jewelry7. Black berry mobile (Nokia)8. Jet airways(executive)9. Designer cloths(Armani).10. Apple Laptop
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Flow charts[(Complex buying behaviors (cars)]
Types of car: Indica ,BMW etc
Preferred and perceived brands: Indica
Research:Internet ,dealers,T.V
Trial of products:Test drive
Price:5 lakh to 10 lakh
Purchase decisions:Purchase
Post purchase behaviors:Change to new models soon
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Very few difference amongst brands:
DISSONANCE(lacking consistency) REDUCING BUYING BEHAVIOR1. Magazine2. Electric bulb(cfl)3. Wire4. Low cost mobiles5. McDonalds burger6. KFC7. Ashirwad atta8. Soft ware9. Movie Ticket.10. Vivel soap
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Flow charts: DISSONANCE REDUCING BUYING BEHAVIOR
Types of Burger : MacDonald's,KFC
Preferred and perceived brands:Mcdonelds
Research:Relatives,Add
Trial of products:YES
Price:Rs 50Purchase
decisions: at the spot,POP.
Post purchase behaviors:Satisfied.
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LOW INVOLVEMENT:Significance difference among brand.
(Variety seeking buying behavior)1. Perfume(Kalven clen)
2. K.C. Paul.
3. Mon-genis
4. Minerals water-kinley
5. Gold Flake cigarettes
6. Lakme (Lipssticks)
7. Britania –Borbun
8. Haldiram
9. Indian Railways (Rajdhani Express)
10. Big-Bazar (apprels)
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Flow charts: Significance difference among brand(Variety seeking buying
behavior)
Types of Minerals water:bisleri .Aqua,Kinley
Preferred and perceived brands:Kinley
Research:Word of mouth,POP
Trial of products: yes
Price:12Rs
Purchase decisions: Previous / POP
Post purchase behaviors:Change to new Better option
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Very few difference amongst brands(Habitual buying behaviors)
1. Soaps2. Detergents3. Tooth Paste4. Hair oil5. Mosquito repellent Spray6. Face wash7. Razors8. After save cream9. Beauty Creams10. Body spray &Perfume
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Very few difference amongstbrands(Habitual buying behaviors)
Types of Tooth Paste:Colgate ,Babool.Pepsodent
Preferred and perceived brands:Colgate
Research:Advertise,Retailer ,POP
Trial of products:Experience
Price:>10 RsPurchase
decisions: Home,POP
Post purchase behaviors:Change to new Brand If better option come
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Buying roles
Roles that a person plays in buying or using a product. Initiator Buyer/customer Decider Influencer User/consumer
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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.
Toothpaste / Health Drink
Potato chips./ T.V Set
Micro Wave Oven &Washing Machine.
CONSUMER IS ALWAYS RIGHT…..CONSUMER IS ALWAYS RIGHT…..
CONCLUSIONS
Tooth paste: = FatherHealth drinks: = MotherPotato chips: = kidT.V Sets: = FatherMicro wave ovens: = MotherWashing machine: =Mother
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