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COMM2071
Critically Evaluate of Henry Assael’s Buying
Behavior Model
In a glance…
Assael
Buying
Behavior
Types of Consumer Behavior
Anatomy Of Assael Model
Other Factors Affecting Behavior
Missing –The Fifth Type
Redefining
Assael
Model
Consumer Buying Behavior
Consumer Buying Behavior
Types of consumer buying behavior are
determined by:
•Level of Involvement in purchase decision. Importance
and intensity of interest in a product in a particular
situation
•Buyers level of involvement determines why he/she is
motivated to seek information about a certain products
and brands but virtually ignores others
Consumer Buying Behavior
DISSONANCE BUYING
HABITUAL BUYING
VARIETY SEEKING
COMPLEX BUYING
Buy now
, think about it later
Routine Response/Program
med Behavior
Limited Decision Making
Extensive Decision M
aking
Henry Assael
Buying Behavior Model
Henry Assael Model
High Involvement
Low Involvement
Significant
difference between
brands
Few difference
between brandsCOMPLEX
BUYING
BEHAVIOR
VARIETY-
SEEKING
BUYING
BEHAVIOR
DISSONANCE
–REDUCING
BUYING
BEHAVIOR
HABITUAL
BUYING
BEHAVIOR
The Anatomy of
Henry Assael
Buying Behavior
Brands Defined
Brand
•the idea or image of a specific product or service
that consumers connect with by identifying by name,
logo, slogan
Branding
•An idea that is marketed so that it is recognizable
people identified with a certain service or product
Involvement Defined
High Involvement
•Goods which are important to
consumer
•Closely tied to consumer ego and
self image
•Involve high risk
Low Involvement
•Risks not as great
Complex Buying
Case Study: Cars
Types of Cars Preferred/perceived brands
Research
Purchase decision
Price
Trial of product
SUV?
Luxury?
Sedan?
BMW?
Honda?
Cherry?
Car Reviews/
Peers Exp/
Car Mag. & Shows
Test Drive Car
Thoughtfully selected time
and location
Post-purchase behavior
Depending on budget/ type
Conducts little immediate re-evaluation
Trial of product
Research
Variety-seeking Behavior
Case Study: Mascara
Types of mascara Preferred/perceived
brands
Purchase decision
Price
Volumizing?
Lengthening?
Curling?
Non-clumping?
L’Oreal?
Lancome?
Chanel?
Look up product
Info on the internet/
Reviews from friends
Make a trip to
the beauty
counter to try
product out
If product is satisfactory, a
decision to purchase it will be
made. If not, will look for other
alternatives
Post-purchase behavior
Decide upon trial
of product
if it is worthy of
its price
If product is satisfactory, will stay with product
until a new need for a different type of
mascara comes about or boredom arises.
Dissonance-Reducing Buying
Behavior
Case Study: Sofa
Sofa bed?
L-shape?
Italian?
Courts?
Ikea?
Furniture shops?
Browse
catalog/
Reviews from
friends
Decide upon
good price and
easy to fix
Which is
cheaper?
Which is easy to
carry home?
Which is easy to
fix together?
Visit furniture shops
Might experience after-sale
discomfort but do nothing as
expected due to cheaper price
Types of sofa
Preferred/perceived shops
Info search
Purchase decision
Price
Trial of product
Post-purchase behavior
Habitual Buying Behavior
Case Study: Dry Cleaning
Types of Dry Cleaning Preferred/perceived brands
Research
Purchase decision
Price
Trial of product
NIL
Presto?
Cotton Care?
Research on location.
Research on the
quality of work
No trial available
Only from
experience
As mentioned, its habitual.
Purchase decision is made
based on previous experience
And it’s a habitual cycle
Little decision is made during
purchase
Post-purchase behavior
Price difference among
brands is minimal
As habitual suggests, there’s little post-
purchase reaction .The product/service has
been consumed Unless there is a difference
in product, else, little notice will paid
Other Factors Affecting
Buying Behavior
Antecedent States
1.
Situational Factors
•Consumption situation is defined by factors beyond
characteristics of the person and of the product that influence the
buying of products
•Situational effects can be behavioral (e.g entertaining friends)or
perceptual (e.g being depressed)
2.
Usage Context
3.
Mood
4.
Time Pressure
5.
Shopping Orientation
Source: Soloman ‘Consumer Behavior”P342
Purchase Environment
1. Consumer’s physical and social environment affects her/his motives for
product usage and how she/he evaluates products
2. Dimensions of the physical environment, such as décor, odors can influence
consumption
3. Environmental Factors
•The Shopping Experience
•Point-Of-Sale Stimuli
•Sales Interactions
Source: Soloman ‘Consumer Behavior”P342
The fifth type of consumer buying
behavior
MISSING:
IMPULSE
LEFT BRAIN
Logic
Details
Practical
Rule
Safe
WHAT?
RIGHT BRAIN
Feelings
Big Picture
Impetuous
Imagination
Risk Taking
HOW?
Impulse Buying, No Conscious Planning
Reasons for Impulse Buying
•Excitement
•Security
•Opportunity
•Fear
•Perceived convenience
Henry Assael Model
Redefined
High Involvement
Low Involvement
Significant
difference between
brands
Few difference
between brandsCOMPLEX
BUYING
BEHAVIOR
VARIETY-
SEEKING
BUYING
BEHAVIOR
DISSONANCE
–REDUCING
BUYING
BEHAVIOR
HABITUAL
BUYING
BEHAVIOR
IMPULSE
Situational Factors
Usage Context
Mood
Time Pressure
Shopping Orientation
Environment
THANK YOU