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Consumer behavior asseals matrix

Consumer behavior asseals matrix

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Published by Sat242424

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Published by: Sat242424 on May 12, 2010
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07/17/2013

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1
 ANALYSIS OF ASSAEL’S MATRIX 
 
PRESENTER: UAG 
 
OBJECTIVES.
1]Fitting Products into
 Assael’sMatrix 
and analyze how they arefitting in It.
2]Who are the Decision maker in eachof the product.(Pa,Ma,or Kid)
 
3
Assael’s Model/ Matrix
High involvementLow Involvement
Significantdifferenceamongst brands
COMPLEX BUYINGBEHAVIOR
Extensive decision making.
Consumer are highly involve
Product are expensive,risky,
Consumer don’t Know theproduct and expensive.
 
VARIETY SEEKING BUYINGBEHAVIOR
Limited Decision making.
If Product is satisfactorydecision for purchase will bemade.
ery fewdifferenceamongst brands
DISSONANCE REDUCINGBUYING BEHAVIOR.
Buy now,think later.
After sales service
Warranty not available due tocheaper price
HABITUAL BUYINGBEHAVIOR
Routineresponse./programmedbehavior.
Little decision making,more of habitual thing.
Based on previousexperience.

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