Assael’s Matrix - 1047 Words

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†¦show more content†¦Consumers do not form a strong attitude towards a brand but select it because it is familiar. After purchase, they may not even evaluate the choice because they are not highly involved with the product. So the buying process is brand beliefs formed by passive learning, followed by purchase behaviour, which may be followed by evaluation. Marketers of low-involvement products with few brand differences find it effective to use price and sales promotions to stimulate product trial, since buyers are not highly committed to any brand. In advertising a low-involvement product, a number of things should be observed. The ad copy should stress only a few key points Visual symbols and Imagery are important because they can easily be remembered and associated with the brand. The ad campaigns should go for high repetition with short-duration messages. Television is more effective than print media because it is a low-involvement medium that is suitable for passive learning. Advertising planning should be based on classical conditioning theory where the buyer learns to identify a certain product by a symbol that is repeatedly attached to it. Marketers can try to convert the low-involvement product into one of higher involvement. The ways are: ââ€" ª This can be accomplished by linking the product to some involving issue, as when Crest toothpaste is linked to avoiding cavities. ââ€" ª The product can be linked to some involving personal situation, forShow MoreRelatedApple Project - Paper17538 Words   |  71 Pagesare the facts behind Apple’s success? | To form an overview of the company. | Facts and the history of the company | Researches and assessments | What strategies is apple following | To find out what gives the company the competitive edge | Ansoff Matrix | Researches and assessments | Which Macro-environmental factors can have an influence on Apple? | To find out the conditions thecompany must operate on. | PEST analysis | Making different analysis to look through the environment from political