4 Types of Consumer Buying Behavior (Assael)

Consumption Behavior
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Shubhi Kotiya
CxO / Board, Germany
Marketers need to be aware that consumer decision making varies with the buying behavior of the consumer. Henry Assael distinguished four types based on: DEGREE OF BUYER INVOLVEMENT (high/low) Consumers are highly involved when the product is expensive, bought infrequently, risky and highly self-expressive. DEGREE OF DIFFERENCES AMONG BRANDS (few/significant) Consumers may perceive significant differences between brands or just few. Based on these 2 variables, Assael's four types of consumer buying behavior are: COMPLEX BUYING BEHAVIOR Consumers go through complex buying behavior when they are highly involved in a purchase and aware of significant differences among brands. Example: This applies to high-involvement products such as a laptop computer. Buyers may not know what attributes to consider in these products, so they do research. This buyer will pass through a learning process characterized by first developing beliefs about the product, then attitudes, (...) Read more? Sign up for free

  Molokanova
Professor, Ukraine
 

Marketers Need to be Aware of Consumer Purchasing Behavior

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  Pierre AKMEL
Strategy Consultant, France
 

4 Types of Consumer Buying Behavior (Assael)

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Editor, Netherlands
 

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4 Types of Consumer Buying Behavior (Assael)
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