3.9 : 購買行動

Consumer buying behavior is categorized into four types based on perceived brand differences and customer involvement levels. 

Complex buying behavior is observed in high-involvement purchases, like cars, involving extensive research on various models, comparing features, prices, and reviews before deciding.

Dissonance-reducing buying behavior takes place in moderately high-involvement purchases, like laptops. Customers seek affirmation by seeking positive reviews about their choice and negative reviews about alternatives to reassure themselves about the purchase.

Habitual buying behavior is observed in low-involvement purchases for routine items like toothpaste or bread. Consumers consistently buy the same brand due to minimal perceived differences, emphasizing routine over active decision-making.

Variety-seeking buying behavior occurs when consumers, despite low involvement, perceive notable brand differences and switch choices for variety—for example, opting for a different restaurant to try something new.

Different buying behaviors require varied marketing efforts, such as providing information, post-purchase support, encouraging brand loyalty, or offering product variety to stay relevant to the consumers.