Tuesday, December 4, 2012

Marketing 101: Complex Buying Behavior

The process consumers use to buy products and services is different for every individual and every category of product.  However, we have been able to categorize this behavior based on their degree of involvement, and the degree of difference between the brands in the product category.  There are four types of Buying Behavior:

1) Complex Buying Behavior - Has high involvement with significant levels of differences between brands.
2) Variety-seeking Buying Behavior - Has low involvement with significant levels of differences between brands.
3) Dissonance-reducing Buying Behavior - Has high involvement with very few differences between brands.
4) Habitual Buying Behavior - Has very low levels of involvement and very few differences between brands.

Let's start by examining Complex Buying Behavior.

Complex Buying Behavior
Complex Buying Behavior defines buying scenarios that are characterized by high levels of consumer "involvement" in a purchase decision; with significant amounts of perceived differences between brands in the product category.  Involvement refers to actions the consumer must take to understand the product or service they are motivated to buy.  When high involvement is necessary, the consumer does whatever they can to learn: research, read reviews, talk to others, and "test drive" different models at retail locations.

High involvement tends to be associated with products that are more expensive, infrequently purchased, technologically advanced, and highly expressive of the buyer's personality profile.
The involvement process helps the consumer understand the differences between the brands of products they are motivated to buy.  This process is where the consumer develops (and sometimes changes) their beliefs and attitudes.  These beliefs and attitudes, along with their buying motives, will influence the consumer's decision.

Marketers of high-involvement products need to have an understanding of the buying process.  It is their job to help the consumer learn about their product, and create messaging that influences the buyer's beliefs and attitudes about competitor's products.  Understanding your target customer's Personality Profile is a key component of your marketing plan.

4 comments:

  1. HOW EDWARD LOAN COMPANY GRANTED ME A BUSINESS LOAN!!!{jonesloaninvestment@hotmail.com}

    Hello everyone, I am Oliver Johnson Moore from Zurich Switzerland and want to use this medium to express gratitude to EDWARD JONES for fulfilling his promise by granting me a loan, i was stuck in a financial situation and needed to refinance and pay my bills as well as start up a Business. I tried seeking for loans from various loan firms both private and corporate organisations but never succeeded and most banks declined my credit request. But as God would have it, i was introduced by a friend named Lisa Rice to EDWARD JONES LOAN COMPANY and undergone the due process of obtaining a loan from the company, to my greatest surprise within 28hrs just like my friend Lisa, i was also granted a loan of $387,000.00; So my advise to everyone who desires a loan, "if you must contact any firm with reference to securing a loan online with low interest rate of 2% and better repayment plans/schedule, please contact EDWARD JONES LOAN COMPANY. Besides, he doesn't know that am doing this but due to the joy in me, i'm so happy and wish to let people know more about this great company whom truly give out loans, it is my prayer that GOD should bless them more as they put smiles on peoples faces. You can contact them via email on {jonesloaninvestment@hotmail.com} or Text +1(240) 686-5090

    ReplyDelete
  2. Testimony on how i got my LOAN from fundingloanplc@yahoo.com

    I'm Isabella Tyson from 1910 N Halsted St Unit 3, Chicago IL60614 USA,, i have been searching for a genuine loan company for the past few months and all i got was bunch of scams who made me to trust them and at the end of the day took my money without giving anything in return, all hope was lost i got confused and frustrated, i find it very difficult to feed my family and vowed never to have anything to do with loan companies on net and went to seek of assistance from a very good friend which i explained all my experience regarding online companies with and said he can help me that he knows of a Godsent and well known company called FUNDING CIRCLE PLC, he stated he just got a loan from them although i was still very unsure about this company due to my past experience but i decided to give it a try and did as i was directed by my friend and applied, i never believed but i tried and to my greatest surprise i received my loan in my bank account within 24 hours, i could not believe that i would stand on my feet financially again. I’m glad I took the risk and applied for the loan and today i'm thanking God that such loan companies still exist and promise to share the good news to people who are in need of financial assistance because the rate of scams on net is getting very serious and i don't want people to fall victim when we still have genuine and Godsent lenders.. You can contact this Godsent company using the information as stated and be a partaker of this great testimony.. Email: fundingloanplc@yahoo.com OR Call/Text +14067326622 thanks


    ReplyDelete
  3. This is excellent information. It is amazing and wonderful to visit your site.Thanks for sharing this information,this is useful to me...
    Mobile Marketing Service
    Mobile Marketing Companies
    Sms API
    Texting API

    ReplyDelete
  4. I’m glad I took the risk and applied for the loan and today i'm thanking God that such loan companies still exist and promise to share the good news to people who are in need of financial assistance because the rate of scams on net is getting very serious and i don't want people to fall victim when we still have genuine and Godsent lenders.

    statement of cash flows analysis

    ReplyDelete