1

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)

3

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.

4

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.

5

6

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

7

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

 

8

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

9

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.

 

10

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)

11

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

 

12

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

13

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

 

14

Buying roles

Roles that a person plays in buying or using a product. Initiator Buyer/customer Decider Influencer User/consumer

15

.

. 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