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.”
More from this Section
- Brand loyalty
Brand loyalty is the level of commitment customers feel toward a certain brand, expressed by their continued purchase of that brand.
Lifestyle is a person’s pattern of living as expressed in his or her psychographics such as activities , interests , and opinions.
- Gross margin percentage
The gross margin percentage indicates the percentage of net sales remaining after cost of goods sold- calculated by dividing gross margin by net sales that can contribute
- Industrial products
Industrial products are those purchased for further processing or for use in conducting a business. Thus, the distinction between a consumer product...
Wholesalers means middlemen who sell goods to retailers, to other wholesalers, and to industrial users, but who do not sell in significant amounts to the final consumer.
Flow is the state occurring during network navigation that is (1) characterized by a seamless sequences of responses facilitated
- Personality in Marketing
Personality refers to the unique psychological characteristics that distinguish a person or group.