Extensive/Complex Decision Making
• high involvement,
• unfamiliar, expensive and/or infrequently
• High degree of economic/ performance/
• Examples include
cars, homes, computers, education.
• Information from the companies MM; friends
and relatives, store personnel etc.
Dissonance Reducing Buying Behavior
• Consumer involvement is very high due to
high price and infrequent purchase
• Insignificance differences among brands.
Habitual Buying Behavior
• consumer involvement is low
• no significance difference among brands.
• example : lighter or match box, milk, bread.
• For such brands tv commercials, news papers
and magazines build positive attitude of
• Purchases are frequent.
Variety Seeking Buying Behavior
• Consumer involvement is very low
• significance differences among brands.
• brand switching is common.
• Attract consumers by offering free
samples, low prices and special discounts.
• Brand switching occurs for the sake of variety
rather than dissatisfaction.
• example: chips, soaps, ice-cream etc.