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.
: 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