TECHNICAL UNIVERSITY OF AMBATO

MEMBERS
DAVID FIERRO
ALVARO QUINGA
VANESSA RODRIGUEZ
CAROLINA SUAREZ
RUBI VILLAFUERTE
STALIN ZAMORA
RESEARCH
16/11/2013
Introduction

The purchasing decision of a product or service is influenced by multiple factors that

will influence the acquisition of the product or service. Companies must therefore
study them thoroughly to better satisfy consumers, has always
there has been a great mystery knowing what people are thinking at a moment
Determined. It would be extraordinary to be able to decipher and penetrate the mind of a person.
to understand their thoughts. The topic to be discussed is how a person would make a decision.
of purchase through the ASSAEL method.

Consumers of the products vary tremendously in terms of their age, social class,
level of education, tastes and preferences according to their needs, nowadays the consumer
makes a large number of purchases whether they are spontaneous or influenced by third parties.
people or out of necessity.

There is another aspect when making a purchase/sale; as it is believed to be only

marketing of a product while with the service it is not thought of in the same way
way. It is very likely and easy for a company to copy a product exactly from the
competition so the difference focuses on the service provided at the time of execution
the purchase/sale.

Organizations make decisions based on what they think customers want, as these
they relate easily, which is why companies focus on the attitudes that
have to develop their products and services.

This model allows us to reach our consumers in a better way, influencing

Thus, in the purchasing decision, using various strategies, the ASSAEL model gives us
it allows for improving and innovating products or services based on the recognition of a
need that must be met, as it is complicated to know the needs of
the clients without having previously conducted research on tastes and interests and this
method will help us with these aspects so we can apply them later.

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ASSAEL model

According to (www.marketingdirecto.com) the buyer behavior model that

distinguishes four types of buyer behavior based on the linking of
these and the differences between products or brands. According to this model, there is the

complex buying behavior, purchase behavior oriented towards a

reduction of dissonance, routine purchasing behavior and behavior of
alternative purchase.

The model proposed by (Assael) begins with a need, which awakens the
inclination to satisfy it; the reason why the potential consumer begins processing
from the information you seek and receive. With it, you perform a brand evaluation, to
then decide on the purchase and make a post-purchase evaluation.

Although its model is manifestly simple, it has profoundly impacted

the ideology of Marketing, as in many cases it became the iconic scheme with which
what has been explained, in simple terms, is the decision-making process of the
consumers.

En la decisión de compra las personas integran de forma serena y cuidadosa tanta

information as it is possible for them with what they already know about a product, they weigh it.
meticulously, the advantages and disadvantages of each alternative, and arrive at a decision
satisfactory. (Solomon, 2008)

Understanding customer buying behavior is very important for success.

marketing mix in any organization, whether for profit or not. That is why within
In marketing, we are interested in understanding the psychological motives of each person and that they

encourages to choose an object.

Consumer behavior is the dynamic interaction of effects and cognition,

behavior, and the environment, through which human beings carry out the aspects of
trade exchange of your life" (Peter, 2005)

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It delves into the relationship between two variables: knowledge and involvement.
of the consumer in the purchase decision process.

The consumer's motivation is determined by the benefits and risks associated with
products and services. It is an emotional state directed towards a goal, which
subjective nature makes its measurement difficult, although it is usually done using
external criteria such as: price, cycle, purchase, purchase risk, etc.

The knowledge of a product or service is related to the level of information.

what is obtained from it, in such a way that the best alternative can be chosen in the selection
of purchase.

Decision-making is related to several factors of information such as: the price,

the brand, the product name or its institutional image.

Este comportamiento se ve influenciado de acuerdo a las percepciones personales o los

effects of experiences, such as learning, personality, attitudes, the
beliefs and the self-concept of perceptions.

The models of buying behavior that distinguish four classes of behavior

of the buyer, based on the relationship between them and the differences between products or
brands. According to this model, there is the complex behavior of purchasing, the
purchase behavior oriented towards a reduction of dissonance, the behavior of
routine purchase and alternative buying behavior (www.marketingdirecto.com,
2013)

Complex Buying Behavior: In the buying complex, it is uncommon.

when the purchase is expensive with risk and is self-expressive. Especially when the
the consumer is unaware of the product and has much to learn, which is why companies
They need strategies for the buyer, regarding the attributes of the product, their importance.
relative. For example, the consumer may not know much about the terminology associated with
the product as 'megabytes of RAM' or 'Pentium Core Duo'. The consumer makes

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your purchase after developing beliefs and attitudes about potential products.
The brands that are most effective in these purchases are those that convey their
extensive information clearly and effectively.

Consumer behavior that reduces dissonance: According to (Loudon, 1995) It

it occurs when there is high involvement but few differences between the brands,
Consumers are highly involved with the purchase, which generally is
risk, infrequent and expensive, but the brands have few or imperceptible differences
brands.

The high involvement will be due to the fact that the purchase is expensive, infrequent, and high-risk.

perceived. Here, the consumer will look at what is available in the market but will buy

quickly since there are no clear differences between the brands. the buyer will respond
at a good price or at a good location of the establishment. For example, the purchase of
Carpets are a high-involvement decision because they are expensive, but it may be that the

buyer considers that rugs of a certain price are all the same.
After the purchase, the consumer may experience dissonance regarding the appreciation of
certain undesirable characteristics of the carpet or as a result of hearing aspects
favorable from other carpets. The marketing communication must provide beliefs and
evaluations that help the consumer feel good about the chosen brand.

The consumer tries to reduce dissonance in the following three ways:

Change of product evaluations: this improves the attributes of the

selected products and not give importance to unselected products
Find more information: it consists of looking for more information to confirm that
you have chosen the best product
- Cambio de actitudes:el consumidor puede modificar sus actitudes para que
agree with your behavior

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Routine Buying Behavior: This is the simplest buying behavior.
according to (Herrarte, 2011) it happens when consumers buy low-value items and
of frequent purchase. These buyers have few decisions to make, they know
a lot about the product and most of the available brands and they are clear
preferences between those brands. However, they do not always buy the same brands,
the unavailability of the product, special offers or a simple desire to vary, can
overcome any brand loyalty. Generally, buyers do not invest much.
no thought or time in these purchases.

Alternative Purchase Behavior: The author (Braidot, 1997) refers to this as

it should use the company when it is a leader in a product, thus it will seek to dominate spaces and

then frequently announces its service, avoiding absences in people's minds. It is

It's good to know that for starting companies they have to promote sales of
offering and a lot of advertising to try something that is new for people.

Their scheme includes Feedback, although not within the five steps.
described in the Process. Below we can observe the simplicity and effectiveness of it.
Model:

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 MODEL SCHEME OF ASSAEL

Awakening the need: it involves the inclination to satisfy it; the need can be seen
affected by stimuli of two types: external and internal.

Information processing: it refers to exposure, attention, comprehension and

retention.

Brand evaluation: to rate and compare the brand with the competition based on its
characteristics or benefits.

Purchase: acquisition of the product according to the expectations and needs of the consumer.

Purchase Phase: the consumer experiences various feelings, whether of satisfaction or

dissatisfaction.

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CONCLUSIONS

Through this work, it was possible to understand the factors that influence behavior.
of purchase, very important knowledge to be able to carry outthe forecastsabout response
from the market to certain new products or to evaluate thepositioningo
perception of existing products in the market.

Regarding the attributes and having knowledge of the level of perception by

consumers will be able to carry out a more effective advertising campaign for the product,
guiding communication on the importance that the consumer gives to some of the
studied attributes of the product.

We must keep in mind that consumer behavior is based on the

attributes that products have, the brand is also a factor that influences the decision
of purchase, through which consumers can satisfy their needs according to
to the benefits offered by the product or service.

BIBLIOGRAPHY
www.itescam.edu.mx(November 14, 2013). Obtained from
http://www.itescam.edu.mx/principal/sylabus/fpdb/recursos/r72729.PDF

www.marketingdirecto.com(November 14, 2013). Obtained from

http://www.marketingdirecto.com/diccionario-marketing-publicidad-comunicacion-
new-technologies/assael-model/

Assael, H. (n.d.). marketing-new-theories.blogspot.com. Retrieved on November 14, 2013, from

http://marketing-new-theories.blogspot.com/2012/11/decision-models-
purchase.html

Braidot, N. (1997).lOS QUE VENDEN: METODO DE VENTA RELACIONAL 1.ARGENTINA.

Herrarte, A. M. (2011). herrartemarketing. Retrieved in 2011, from

http://www.herrarte.com/?art=1022

Loudon, D. L. (1995). Conceptos y Aplicaciones. En C. d. consumidor. Mexico: mc Graw Hill

Inter-American.

Peter, J. P. (2005). Consumer Behavior and Marketing Strategy. Mexico:

Interamericana Publishers.

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Solomon, M. R. (2008).Comportamiento del consumidor.Mexico: Editorial Assistant.

www.marketingdirecto.com. (n.d.). Retrieved on November 14, 2013, from

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