4 Types of Consumer Buying Behavior (Assael)

Consumption Behavior
Knowledge Center


Next Topic

Consumption Behavior > Best Practices

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 (...) Read more? Sign up for free

Please register now to read all responses and to join this discussion yourself. It's easy and 100% free.

Sign up for free     Log in

  Molokanova, Professor, Ukraine

Marketers Need to be Aware of Consumer Purchasing Behavior

Traditional marketing reacts poorly to significant (...)

  Pierre AKMEL, Strategy Consultant, France

4 Types of Consumer Buying Behavior (Assael)

Where do we place the outright refusal to purchase (...)

  Jaap de Jonge, Editor, Netherlands

No Willingness / Refusal to Buy Behavior

@: Thanks for this excellent question that is so p (...)

More on Consumption Behavior
🔥The Customer Perspective to your Business? the Empathy Map
List of Uses of the Halo Effect in Advertising and Branding
How to Manage Motivational Conflicts in Consumer Decision-making
Best Practices
4 Types of Consumer Buying Behavior (Assael)
🥈Mental Accounting and Buyer Behavior
🥉Why do Consumers Rescind Products/Purchases?
How Social Networks Influence Product Adoption
Trends in Consumer Marketing and Resulting Consumer Behavior
Why Consumers Purchase Goods or Services in the Informal Economy?
Consumer Buying Behavior wrt Health Care Products
The Role of Ethics in Consumer Purchasing Behavior
2- and 3-part Cost Structures in Consumer Behavior: The 'Free' Allowance
Consumer Behavior in Tourism: Concept and Importance
Why Consumers Using Price Comparison Sites not Always Buy the Lowest Price Product
Master Thesis Experiment Consumer Behavior in the Retail Environment
Special Interest Group Leader

Are you an expert in Consumption Behavior? Sign up for free

Consumption Behavior
Knowledge Center


Next Topic

About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2020 12manage - The Executive Fast Track. V15.6 - Last updated: 24-10-2020. All names of their owners.