08. Who are Foote, Cone and Belding? What is their grid all about?

Foote, Cone & Belding (FCB), is one of the largest global advertising agency networks.

1. Quadrant 1 – Informative: The products of high value, mostly purchased once in a lifetime, requires a lot of thinking and buyer involvement. These include property, land, insurance, family car, investments, security system, etc.
2. Quadrant 2 – Affective: These products are valuable, but their purchase decision is more influenced by the buyer’s emotions, rather than analytical thinking. Some of these are bridal dress, jewellery, cosmetics, antiques, perfumes, etc.
3. Quadrant 3 – Habitual: The regular use items such as a household cleaner, gasoline, detergent, newspaper and many more are stated as habitual products.
4. Quadrant 4 – Satisfaction: Ice creams, confectioneries, fast food, soft drinks, casual clothes, entertainment and greeting cards are the products whose purchase or consumption brings satisfaction to the consumers.