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Buying Behavior
Consumer buying behavior is categorized into four types based on perceived brand differences and customer involvement levels.
Complex buying behavior is observed in high-involvement purchases, like cars, involving extensive research on various models, comparing features, prices, and reviews before deciding.
Dissonance-reducing buying behavior takes place in moderately high-involvement purchases, like laptops. Customers seek affirmation by seeking positive reviews about their choice and negative reviews about alternatives to reassure themselves about the purchase.
Habitual buying behavior is observed in low-involvement purchases for routine items like toothpaste or bread. Consumers consistently buy the same brand due to minimal perceived differences, emphasizing routine over active decision-making.
Variety-seeking buying behavior occurs when consumers, despite low involvement, perceive notable brand differences and switch choices for variety—for example, opting for a different restaurant to try something new.
Different buying behaviors require varied marketing efforts, such as providing information, post-purchase support, encouraging brand loyalty, or offering product variety to stay relevant to the consumers.
Buying Behavior
Assael's Consumer Buying Behavior model, by Henry Assael, categorizes consumer buying behavior into four types based on involvement and brand/product differences.
The four types of buying behavior are:
Complex Buying Behavior: This behavior occurs when there is a significant difference between brands. Consumers extensively research, compare brands, and evaluate product attributes before purchasing. Examples include buying a new car, a house, or other high-value products.
Dissonance-Reducing Buying Behavior: Consumers are highly involved, but brands have little perceived difference. Post-purchase, consumers may question their decision, seeking reassurance or additional information to alleviate doubts. Examples include electronic gadgets.
Habitual Buying Behavior: Consumers have low involvement and low perceived brand/product differentiation. Consumers often exhibit brand loyalty or habitual purchasing based on habit, convenience, or routine. Household items, groceries, or personal care products often fall into this category.
Variety-Seeking Buying Behavior: Low involvement and significant brand/product differences characterize this behavior. Consumers are not brand loyal and may seek variety for change or experimentation. Common in snack, fashion accessories, and entertainment product purchases.
Understanding buying behavior guides marketers in tailoring strategies. For complex buying, detailed information and brand differentiation are emphasized, while habitual buying emphasizes brand loyalty and convenience.