Assael’s Matrix
Assael’s Matrix
Assael distinguished four types of consumer buying behaviour based on the degree of buyer involvement and the degree of differences among brands. The four types are named in the following table and described in the following paragraphs.
TABLE 20: Four types of buying behaviour:
|Level of Significances Between |High Involvement |Low Involvement |
|Brands | | |
|Significant |Complex Buying Behaviour |Variety-seeking Buying Behaviour |
|Few |Dissonance-reducing Buying Behaviour |Habitual Buying Behaviour |
1. Complex Buying Behaviour: Consumers go through complex buying behaviour when they are highly involved in a purchase and aware of significant differences among brands. Consumers are highly involved when the product is expensive, bought infrequently, risky and highly self-expressive. Typically the consumer does not know much about the product category and has much to learn. For example, a person buying a personal computer may not know what attribute to look for. Many of the product features like "16K memory" "disc storage", "screen resolution" carry no meaning to him or her.
This buyer will pass through a learning process characterized by first developing beliefs about the product, then attitudes, and then making a thoughtful purchase choice. The marketer of a high-involvement product must understand the information-gathering and evaluation behaviour of high-involvement consumers. The marketer needs to develop strategies that assist the buyer in learning about the attributes of the product class, their relative importance, and the high standing of the company 's brand on the more
Assael distinguished four types of consumer buying behaviour based on the degree of buyer involvement and the degree of differences among brands. The four types are named in the following table and described in the following paragraphs.
TABLE 20: Four types of buying behaviour:
|Level of Significances Between |High Involvement |Low Involvement |
|Brands | | |
|Significant |Complex Buying Behaviour |Variety-seeking Buying Behaviour |
|Few |Dissonance-reducing Buying Behaviour |Habitual Buying Behaviour |
1. Complex Buying Behaviour: Consumers go through complex buying behaviour when they are highly involved in a purchase and aware of significant differences among brands. Consumers are highly involved when the product is expensive, bought infrequently, risky and highly self-expressive. Typically the consumer does not know much about the product category and has much to learn. For example, a person buying a personal computer may not know what attribute to look for. Many of the product features like "16K memory" "disc storage", "screen resolution" carry no meaning to him or her.
This buyer will pass through a learning process characterized by first developing beliefs about the product, then attitudes, and then making a thoughtful purchase choice. The marketer of a high-involvement product must understand the information-gathering and evaluation behaviour of high-involvement consumers. The marketer needs to develop strategies that assist the buyer in learning about the attributes of the product class, their relative importance, and the high standing of the company 's brand on the more