Complex Buying Behaviour is characterised by

Complex Buying Behavior:

• Complex buying behavior occurs when there is high involvement of consumers with the purchase and when there are highly significant differences among the brands.
• Consumer behaves differently when purchasing an expensive product or a product that is unfamiliar to him.
• In complex buying behavior, the buyer will pass through a learning process.
• A consumer will first develop beliefs about the product, then attitude, and then making a thoughtful purchase choice.
• This type of behavior is mostly associated with the purchase of a new home or a personal computer.
• Such tasks are complex as the risk involved in them is high and the highly significant differences between brands or products require gathering a substantial amount of information before purchase.
• Marketers who wish to influence this buying task must help the consumer process the information as readily as possible.
• This may include informing the consumer about the product category and also its important attributes, providing detailed information on product benefits, and motivating sales personnel to influence the final brand choice.
• For example, realtors’ Web sites typically ofmakefer extensive photographs and videos and full descriptions of each available home.
• And a computer sales representative is likely to spend time providing information to customers who have questions.

Therefore, Complex Buying Behaviour is characterized by the level of Involvement being the high and significant differences among brands is high.