Four Types of Buying Behavior Complex buying behavior

Four Types of Buying Behavior

Complex buying behavior �Consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands. �Typically, the consumer has much to learn about the product category. For example, a PC buyer may not know what attributes to consider. Many product features carry no real meaning: a “ 3. 2 GHz Intel Core i 7 processor, ”

Dissonance-reducing buying behavior �Consumer buying behavior in situations characterized by high involvement but few perceived differences among brands. �For example, consumers buying carpeting may face a high-involvement decision because carpeting is expensive and self-expressive. Yet buyers may consider most carpet brands in a given price range to be the same.

Habitual buying behavior �Consumer buying behavior in situations characterized by low-consumer involvement and few significantly perceived brand differences. �For example, take table salt. Consumers have little involvement in this product category—they simply go to the store and reach for a brand.

Variety-seeking buying behavior �Consumer buying behavior in situations characterized by low consumer involvement but significant perceived brand differences. �For example, when buying cookies, a consumer may hold some beliefs, choose a cookie brand without much evaluation, and then evaluate that brand during consumption. But the next time, the consumer might pick another brand out of boredom or simply to try something different. Brand switching occurs for the sake of variety rather than because of dissatisfaction.

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