Consumer Behaviour Model-6 Cell Matrix In Advertisement

COMPLEX

High 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 behavior High 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.

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• • • • • Examples: Pens  Pepsi or Coca cola  

Post Purchase Dissonace Reduction Few 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 ØProbability of experiencing dissonance increases based on: Degree of commitment or irrevocability Importance of the decision Difficulty in choosing Individual’s tendency to experience anxiety ØApproaches 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)

Habitual  Few differences between brands and low buyers involvement    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,

• Example: Cadburys Dairy Milk 