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