Consumer Behaviour Model-6 cell matrix in advertisement

complex Variety seeking

Post purchase dissonance resolution

Habitual buying behavior

COMPLEXHigh differences between Brands and high buyers involvement

Here buying decision is very complex in nature as there are many variables taken into consideration while making purchase decision. And there is vast difference between brands on those variables. So buyer does comparison and analysis before making final decision.

• Example : Heavy machines by Cartepiller House , flats

Variety seeking buy behaviorHigh differences between brands and low buyers involvements

There is wide variety of products available but consumer generally don’t invest time before making purchase decision.

• Examples: Pens Pepsi or Coca cola

Post Purchase Dissonace ReductionFew differences between brands and high buyers involvement

Manufacturer needs to tell consumers that they have made right decision by buying their product.

• Example: Hero Honda – Desh ki dhadkan“Hamara Bajaj…… Hamara Bajaj……”

Postpurchase Dissonance: a consumer reaction after making a difficult decision that involves doubt and anxiety

Probability of experiencing dissonance increases based on:• Degree of commitment or irrevocability• Importance of the decision• Difficulty in choosing• Individual’s tendency to experience anxiety

Approaches to reduce dissonance:• Increase the desirability of the brand purchased• Decrease the desirability of rejected brand• Decrease the importance of the purchase• Reverse the purchase decision (return before use)

•Here there are few differences between the brands and consumer’s involvement is very low.•In this type mind-recall plays important roll in purchase decision. Here some brands have so positioned that they have replaced their product category.Example- Cadburry for chocolates,

HabitualFew differences between brands and low

buyers involvement

• Example: Cadburys Dairy Milk