ANALYSIS OF ASSAEL’S MATRIX

PRESENTER: UAG

1
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)
 Assael’s Model/ Matrix
High involvement Low Involvement
COMPLEX BUYING VARIETY SEEKING BUYING
Significant BEHAVIOR 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
behavior.
Little decision making,more of
cheaper price
habitual thing.
Based on previous
experience. 3
 Types of Buying-Decision Behavi

Difference Involvement Level

between High Low
brands
Complex Variety-
Significant
Differences buying seeking
behavior buying
Dissonance- behavior
Habitual
Few reducing
Differences buying buying
behavior behavior
4
Methodology
 Sample size= 25
 Sample area= Kolkata.
 Sampling process= Judgmental
sampling
 Instrument = Questionnaires.

5
 HIGH INVOLVE MENT

(Significant Difference Amongst Brands)

[Complex buying behavior]
1. CAR
2. INSURANCE POLICY
3. Mutual Fund
4. House
5. Rolex
6. jewelry
7. Black berry mobile (Nokia)
8. Jet airways(executive)
9. Designer cloths(Armani).
10. Apple Laptop

6
 Flow charts[(Complex buying
behaviors (cars)]
Types of Preferred and Research: Trial of
perceived brands: Internet products:
car: Indica ,dealers,T.V Test drive
Indica
,BMW etc

Post purchase Purchase Price:

behaviors: decisions: 5 lakh to 10 lakh
Change to new models Purchase
soon

7
 Very few difference amongst
brands:
 DISSONANCE(lacking consistency) REDUCING BUYING BEHAVIOR
1. Magazine
2. Electric bulb(cfl)
3. Wire
4. Low cost mobiles
5. McDonalds burger
6. KFC
7. Ashirwad atta
8. Soft ware
9. Movie Ticket.
10. Vivel soap

8
 Flow charts:
DISSONANCE REDUCING BUYING BEHAVIOR

Types of Preferred and Research: Trial of

Burger : perceived brands: Relatives, products:
MacDonald' Mcdonelds Add YES
s,KFC

Price:
Post purchase Rs 50
behaviors: Purchase
Satisfied. decisions:
at the spot,POP.

9
 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)
10
 Flow charts: Significance difference among
brand(Variety seeking buying behavior )

Types of
Preferred and Research: Trial of
Minerals perceived Word of products: yes
water:bisleri . brands: mouth,POP
Aqua,Kinley Kinley

Price:
Post purchase 12Rs
Purchase decisions:
behaviors:
Previous / POP
Change to new
Better option

11
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
12
 Very few difference amongstbrands
(Habitual buying behaviors)
Types of
Tooth Paste: Preferred and Research: Trial of
Colgate perceived Advertise, products:
brands:Colgate Retailer Experience
,Babool. ,POP
Pepsodent

Price:
Post purchase >10 Rs
Purchase
behaviors:
decisions: Home,
Change to new
POP
Brand If better
option come

13
 Buying roles

 Roles that a person plays in buying or

using a product.
 Initiator

 Buyer/customer

 Decider

 Influencer

 User/consumer

14
.

. Product comes in which category

 Father,Mother ,Childs Dominants.

 Tooth paste
 Health drinks
 Potato chips
 T.V Sets
 Micro wave ovens
 Washing machine.

15
Toothpaste / Health
Drink
Potato chips./ T.V Set
Micro Wave Oven
&Washing Machine.
CONSUMER IS ALWAYS RIGHT…..
C
Tooth paste:
O = Father
N Health drinks:

C = Mother
Potato chips:
L = kid
U T.V Sets:

S = Father
Micro wave

I ovens:

O = Mother
Washing
N machine :
S =Mother