4 Types of Consumer Buying Behavior (Assael)

Consumption Behavior
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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

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  Molokanova, Professor, Ukraine
 

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  Pierre AKMEL, Strategy Consultant, France
 

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