“Consumer buying behaviour in situations characterised by high consumer involvement in a purchase and significant prescribed differences among brands” is termed as:
Complex buying behaviour
Complex buying behaviour — option 1. Both conditions in the question — high involvement and significant perceived differences between brands — must be present, and only this cell has both.
Assael’s four types of buying behaviour. Henry Assael classified purchases on two axes, the buyer’s degree of involvement and the extent of perceived difference between brands, giving four cells — and this question’s four options are those four cells :
| Significant differences between brands | Few differences between brands | |
|---|---|---|
| High involvement | Complex buying behaviour | Dissonance-reducing buying behaviour |
| Low involvement | Variety-seeking buying behaviour | Habitual buying behaviour |
What makes involvement high. The purchase is expensive, risky, infrequent and self-expressive — a car, a house, a computer. The buyer cannot simply pick one: he must learn about the category, form beliefs, develop attitudes and then make a considered choice. That learn-feel-do sequence is what is called “complex”.
| Type | Example | What the marketer should do |
|---|---|---|
| Complex | Car, laptop, house | Supply detailed information; help the buyer learn and evaluate attributes; use print media and expert reviews |
| Dissonance-reducing | Carpet, cement — costly but brands look alike | Buy first, evaluate afterwards; use after-sale communication to reassure the buyer |
| Variety-seeking | Biscuits, snacks | The leader fills shelf space and advertises to remind; the challenger offers samples, free trials and lower prices |
| Habitual | Salt, sugar | Repetition, familiarity and easy availability — brand belief forms after purchase, not before |
Why the classification is useful. It tells the marketer where the decision is actually made. Where behaviour is complex, effort belongs in pre-purchase information and persuasion; where it is habitual, in distribution and reminder advertising; and where dissonance is a risk, after the sale.
Note the paper’s wording — “significant prescribed differences” is a typographical slip for “perceived differences”, the standard term, and does not change the answer.
Hence, the answer is Complex buying behaviour.
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