Types of buying situation: Buying behavior differs greatly for a tube of toothpaste, an iPod, financial services, and a new car. There are four types of buying situations;
1. Complex buying Behavior: Consumers undertake complex buying behavior when they are highly involved in a purchase and perceive significant difference among brands. Consumers may be highly involved when the product is expensive, risky, purchased infrequently, and highly self-expensive.
Example: computer, car, technological products.
2. Dissonance-Reducing Buying Behavior: Dissonance-Reducing buying behavior occurs when consumers are highly involved with an expensive, infrequent or risky purchase, but see little difference among brands. For example, consumers buying competing may face a high-involvement decision because carpeting is expensive and self-expressive.
Example: furniture, carpet etc.
3. Habitual Buying Behavior: Habitual buying behavior occurs under conditions of low consumer involvement and little significant brand difference. For example, take salt. Consumers have little involvement in this product category—they simply go to the store and reach for a brand.
Example: Salt , pen, daily necessary things.
4. Variety-Seeking Buying Behavior: Consumers undertake variety-seeking buying behavior in situation characterized by low consumer involvement but significant perceived brand differences. In such cases, consumers often do a lot of brand switching. For example, when buying cookies, a consumer may hold some beliefs, choose a cookie brand without much evaluation and the then evaluate that brand during consumption.
Example: Biscuits, cookies, fast food etc.
