Assael’s Model/ Matrix
High involvementLow Involvement
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
Little decision making,more of habitual thing.
Based on previousexperience.