COMM2071

Critically Evaluate of Henry Assael’s Buying

Behavior Model
 In a glance…

Types of Consumer Behavior Other Factors Affecting Behavior

Redefining
Assael
Assael
Buying
Model
Behavior

Anatomy Of Assael Model

Missing – The Fifth Type
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

 COMPLEX BUYING
Buying
Consumer Extensive Behavior
Decision Making

VARIETY SEEKING
Limited Decision Making

DISSONANCE BUYING
Buy now, think about it later

HABITUAL BUYING
Routine Response/Programmed Behavior
 Henry Assael

Buying Behavior Model

 Henry Assael Model

High Involvement Low Involvement

VARIETY-
COMPLEX
SEEKING
BUYING
BUYING
BEHAVIOR
BEHAVIOR

Significant
difference between
brands
DISSONANCE
HABITUAL
– REDUCING
BUYING
BUYING
BEHAVIOR
BEHAVIOR

Few difference
between brands
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

Car Reviews/
SUV? BMW? Peers Exp/
Luxury? Honda? Car Mag. & Shows
Sedan? Cherry?

Purchase decision Price Trial of product

Thoughtfully selected time Depending on budget/ type Test Drive Car
and location

Post-purchase behavior

Conducts little immediate re-evaluation

 Variety-seeking Behavior
Case Study: Mascara

Types of mascara Preferred/perceived Research

brands
Volumizing? Look up product
Lengthening? L’Oreal? Info on the internet/
Curling? Lancome? Reviews from friends
Non-clumping? Chanel?

Purchase decision Price Trial of product

Decide upon trial Make a trip to
If product is satisfactory, a of product the beauty
decision to purchase it will be if it is worthy of counter to try
made. If not, will look for other its price product out
alternatives
Post-purchase behavior

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

Types of sofa Preferred/perceived shops Info search

Sofa bed? Courts? Browse
L-shape? Ikea? catalog/
Italian? Furniture shops? Reviews from
friends

Purchase decision Price

Decide upon Which is Trial of product
good price and cheaper?
easy to fix Which is easy to Visit furniture shops
carry home?
Which is easy to
Post-purchase behavior
fix together?
Might experience after-sale
discomfort but do nothing as
expected due to cheaper price
 Habitual Buying Behavior
Case Study: Dry Cleaning

Types of Dry Cleaning Preferred/perceived brands Research

Presto? Research on location.

NIL
Cotton Care? Research on the
quality of work

Purchase decision Price Trial of product

As mentioned, its habitual. Price difference among No trial available
Purchase decision is made brands is minimal Only from
based on previous experience experience
And it’s a habitual cycle
Little decision is made during Post-purchase behavior
purchase
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

 MISSING:

The fifth type of consumer buying

behavior
IMPULSE
RIGHT BRAIN LEFT BRAIN
Feelings Logic
Big Picture Details
Impetuous Practical
Imagination Rule
Risk Taking Safe

HOW? WHAT?
Impulse Buying, No Conscious Planning

Reasons for Impulse Buying

• Excitement
• Security
• Opportunity
• Fear
• Perceived convenience
Henry Assael Model

Redefined
 Situational Factors Time Pressure

High Involvement Low Involvement

VARIETY-
COMPLEX
SEEKING
BUYING
BUYING
BEHAVIOR
BEHAVIOR

Significant
difference between
brands
IMPULSE Environment
Mood

DISSONANCE
HABITUAL
– REDUCING
BUYING
BUYING
BEHAVIOR
BEHAVIOR

Few difference
between brands
Usage Context Shopping Orientation
THANK YOU