2.1 Complex buying behaviour

Figure 4  Complex buying behaviour

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In this matrix, based on Figure 3, Assael uses the difference between brands and the level of involvement of the consumer to give four genarlised buying behaviours. ‘Complex’ is highlighted.

Figure 4  Complex buying behaviour

• Characterised by high consumer involvement and significant differences between brands.
• Tends to occur when a purchase is expensive, risky or purchased infrequently, or when consumers use the product to express themselves.
• Happens rarely, examples include buying a:
  • house or flat
  • car
  • specialised IT equipment
  • wedding dress.

Figure 5  Buying a wedding dress is classed as complex buying

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The photo shows two ladies looking over a wedding dress.

Figure 5  Buying a wedding dress is classed as complex buying

In this kind of buying behaviour, consumers are most likely to go through all or most of the stages of the buyer decision process discussed next.