Definition

Complex buying behavior

Complex buying behavior is undertaken by consumers when they are highly involved in purchase and perceive significant differences among brands. Consumers may be highly involved when the product is expensive, risky, purchased infrequently, and highly self-expressive. Typically, the consumer has much to learn about the product category.

For example, a PC buyer may not know what attributes to consider. Many product features carry no real meaning: a “3.2 GHz Intel Core i7 processor,” “WUXGA active matrix screen,” or “8 GB dual-channel DDR2 SDRAM memory.”

Share it:  Cite

More from this Section

  • Extranet
    Extranet secure network used for e-business and accessible through an organization’s ...
  • Websode
    Websode is an episode of a TV-like program where the viewer takes amore active role. The ...
  • Wholesalers
    Wholesalers means middlemen who sell goods to retailers, to other wholesalers, and to ...
  • Situation analysis
    Situation analysis is the review of the existing marketing plan and any other information ...
  • Trading stamps
    Stamps given by retailers to customers based on the dollar amount spent; can be saved ...