3.9 : 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.