Assael’s Matrix Essay Example

Assael’s Matrix Paper Assael’s Matrix Assael distinguished four types of consumer buying behaviour based on the degree of buyer involvement and the degree of differences among brands. The four types are named in the following table and described in the following paragraphs. TABLE 20: Four types of buying behaviour: Level of Significances Between |High Involvement |Low Involvement | |Brands | | | |Significant |Complex Buying Behaviour |Variety-seeking Buying Behaviour | |Few |Dissonance-reducing Buying Behaviour |Habitual Buying Behaviour | 1. Complex Buying Behaviour: Consumers go through complex buying behaviour when they are highly involved in a purchase and aware of significant differences among brands. Consumers are highly involved when the product is expensive, bought infrequently, risky and highly self-expressive. Typically the consumer does not know much about the product category and has much to learn. For example, a person buying a personal computer may not know what attribute to look for. Many of the product features like 16K memory disc storage, screen resolution carry no meaning to him or her. This buyer will pass through a learning process characterized by first developing beliefs about the product, then attitudes, and then making a thoughtful purchase choice. The marketer of a high-involvement product must understand the information-gathering and evaluation behaviour of high-involvement consumers. The marketer needs to develop strategies that assist the buyer in learning about the attributes of the product class, their relative importance, and the high standing of the companys brand on the more important attributes. We will write a custom essay sample on Assael’s Matrix specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Assael’s Matrix specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Assael’s Matrix specifically for you FOR ONLY $16.38 $13.9/page Hire Writer The marketer needs to differentiate the brands features, use mainly print media and long copy to describe the brands benefits, and motivate store sales personnel and the buyers acquaintances to influence the final brand choice. 2. Dissonance-Reducing Buying Behaviour: Sometimes the consumer is highly, involved in a purchase but sees little difference in the brands. The high involvement is again based on the fact that the purchase is expensive, infrequent, and risky. In this case, the buyer will shop around to learn what is, available but will buy fairly quickly because brand differences are not pronounced. The buyer may respond primarily to a good price or to purchase convenience. After the purchase, the consumer might experience dissonance that stems from noticing certain disquieting features of the product or hearing favourable things about other brands. The consumer will be alert to information that might justify his or her decision. The consumer will first act, then acquire new beliefs and end up with a set of attitudes. Here marketing communications should aim to supply beliefs and evaluations that help the consumer feel good about his or her brand choice. 3. Habitual Buying Behaviour: Many products are bought under conditions of low consumer involvement and the absence of significant brand differences. Consider the purchase of salt. Consumers have little involvement in this product category. They go to the store and reach for the brand. If they keep reaching for the same brand, it is out of habit, not strong brand loyalty. There is good evidence that consumers have low involvement with most low-cost, frequently purchased products. Consumer behaviour in these cases does not pass through the normal belief/attitude/behaviour sequence. Consumers do not search extensively for information about the brands, evaluate their characteristics, and make a weighty decision on which brand to buy. Instead, they are passive recipients of information as they watch television or see print ads. Ad repetition creates brand familiarity rather than brand conviction. Consumers do not form a strong attitude towards a brand but select it because it is familiar. After purchase, they may not even evaluate the choice because they are not highly involved with the product. So the buying process is brand beliefs formed by passive learning, followed by purchase behaviour, which may be followed by evaluation. Marketers of low-involvement products with few brand differences find it effective to use price and sales promotions to stimulate product trial, since buyers are not highly committed to any brand. In advertising a low-involvement product, a number of things should be observed. The ad copy should stress only a few key points Visual symbols and Imagery are important because they can easily be remembered and associated with the brand. The ad campaigns should go for high repetition with short-duration messages. Television is more effective than print media because it is a low-involvement medium that is suitable for passive learning. Advertising planning should be based on classical conditioning theory where the buyer learns to identify a certain product by a symbol that is repeatedly attached to it. Marketers can try to convert the low-involvement product into one of higher involvement. The ways are: ? This can be accomplished by linking the product to some involving issue, as when Crest toothpaste is linked to avoiding cavities. The product can be linked to some involving personal situation, for instance, by advertising a coffee brand early in the morning when the consumer wants to shake oft sleepiness. ? The advertising might seek to trigger strong emotions related to personal values or ego defense. ? An important product feature might be added to a low-involvement product, such as by fortifying a plain drink wit h vitamins, These strategies at best raise consumer involvement from a low to a moderate level; they do not propel the consumer into highly involved buying behaviour. . Variety-Seeking Buying Behaviour: Some buying situations are characterised by low consumer involvement but significant brand differences. Here consumers are often observed to do a lot of brand switching. An example occurs in purchasing cookies. The consumer has some beliefs, chooses a brand of cookies without much evaluation, and evaluates it during consumption. But next time, the consumer may reach for another brand out of boredom or a wish for a different taste. Brand switching occurs for the sake of variety rather than dissatisfaction. The marketing strategy is different for the market leader and the minor brands in this product category. The market leader will try to encourage habitual buying behavior by dominating the shelf space, avoiding out-of-stock conditions, and sponsoring frequent reminder advertising. Challenger firms will encourage variety seeking by offering lower prices, deals, coupons, free samples and advertising that presents reasons for trying something new.

Jennifer Lopez number 1!!! essays

Jennifer Lopez number 1!!! essays Jennifer Lynn Lopez was born July 24, 1970 in Castle Hill, Bronx. She is the daughter of Guadalupe and David Lopez. Lopez has been able overcome the Spanish stereotypes becoming the highest paid Latin woman in the world. Every time she appears on magazine covers, presents on the Oscars, makes movies and music she is breaking down barriers and showing that every woman, no matter what race, can do this. The place where Jennifer grow up was a Spanish area, with people, food, and music Her grandparents taught her all about her roots. That is why she is proud of her ethnic background. As Jennifer grow up West Side Story was an inspiration to her, she especially looked up to a character named Anita played by Rita Moreno. She has always admired her. Ever since Jennifer was a kid she knew that she wanted to be a actress, singer, and dancer. When she was 5 years old she took ballet classes at the Ballet Hispanico. She Contained taking classes trough her teenage years. All trough her life she On The 6 train to go tryout for dance auditions. When Jennifer was 15 years old, she meets her ten year long boyfriend David Cruz, know as The best looking guy in the neighborhood. Her parents did not approve of the relationship. Eventually they had outgrown the relationship, because Davids and her life were headed in a different direction, she also got lost in the Hollywood entertainment culture. Jennifer held multiple jobs, going to school during the day, dancing at night and kept a job, she was not home often. She even dropped out of college, because she knew she wanted to pursue dancing . At one point she and her mom had big fallout. When she was 18 years old she got kicked out of her house. She got an apartment at Hells Kitchen, the same neighborhood that Jennifers other role model Lisa Lisa grow up in. In 1990 Lopez gets her firs...

Application of Nursing Theory Research Paper Example | Topics and Well Written Essays - 1500 words - 1

Application of Nursing Theory - Research Paper Example The aim of this paper is to provide a core reflection of what nursing entails and do the comparison of their values and images of nursing and the one written down by theorists. The nursing theory has many issues that the report will show in steps that are having finer details on the main topic. From the literature available, it is clear that the role of the nurse is not easily illustrated by the theorists from within the profession failing to agree on the exact nature of nursing. In cases, that the nursing models are using the base for the practice and development of nursing knowledge is increasingly bringing the issue of critics and questions by nurse scholars for not providing realistic descriptions of nursing. Studies show that the way forward is to develop the region of nursing knowledge, as this will make nurses to clear their operations. A general theory of nursing or a general model in nursing that combines the whole profession is to ignore. This statement brings a point on the basis that the variety in nursing prevents the emergence of an overall theory of nursing. The nursing theory provides an idea from which to define what of the nursing, to describe whom, specifically clients of nursing and the time that the nursing activities are done. There is also the identification of the boundaries and the goals of nursing therapeutic operations. In this case, theory is a very important principle to effective nursing practice and research. The idea of professionalism in nursing has been in the rise steadily through the development and using of nursing theory (Algase, 2008). The idea of nursing theory develops in order to describe the process and occurrence of the nursing concept. The nursing theory clearly separates nursing from other areas of disciplines and operations that elaborate the purposes of prediction, explanation and controlling favorable results of nursing care operations. The core purpose of the theory in the scientific arena