Consumers undertake complex buying behaviour 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 expressive. The consumer has much to learn about the product category. The buyer will pass through a learning process. First developing beliefs about the product, then attitudes, and then making a thoughtful purchase choice. Marketers of high involvement product must understand the information gathering and evaluation behaviour of high involvement consumers.
Marketers need to help buyers learn about product class attributes and their relative importance andabout what the company brand features, perhaps by describing the brand’s benefits using prints media with long copy. They must motivate store sales people and the buyers acquaintances to influence the final brand choice. Dissonance reducing buying behaviour occurs when consumers are highly involved with an expensive, infrequent or risky purchase but see little difference among brands.
Consumer undertake variety seeking buying behavior in situations characterized by low consumer involvement but significant perceived branddifferences. Consumers often do a lot of brand switching. For instance, when buying cookies, a consumer may hold some belief, choose a cookie brand without much evaluation, then evaluate that brand during consumption. But the next time, the consumer might pick another brand out of boredom or simply try something different. Brand switching occurs for the sake of variety rather than because of dissatisfaction. In such product categories, the marketing strategy may differ for the market leader and minor brands.
The market leader will try to encourage habitual buying behaviour by dominating shelf space, keeping shelves fully stocked and running frequent reminder advertising. Challenger firms will encourage variety seeking by offering lower prices, special deals, coupons, free samples, and advertising that presents reasons for trying something new. It is always interesting to study the consumer behaviour on purchases. Consumer Behaviour should be studied just like the Philip Kotler who studied the Marketing Management from indepth.