Generally, consumers undertake complex buying behaviour in situations characterized by which one of the followings ?
High involvement in purchase and significance perceived difference among brands
High involvement together with significant perceived differences between brands — option 3.
The framework. Henry Assael classified buying behaviour on two dimensions — the degree of buyer involvement and the extent of perceived differences among brands — giving four types, and each of the four options in this question is one cell of that table :
| 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 |
Why complex behaviour needs both conditions. Involvement is high when the purchase is expensive, risky, infrequent and self-expressive — a car, a house, a computer. If the brands also differ substantially, the buyer cannot simply pick one: he must learn about the category, develop beliefs, form attitudes, and then make a considered choice. That learn-feel-do sequence is what “complex” names.
| Type | Example | What the marketer should do |
|---|---|---|
| Complex | Car, laptop, house | Provide detailed information; help the buyer learn the attributes and evaluate them; use print and expert reviews |
| Dissonance-reducing | Carpet, cement — costly but brands seem alike | Buy first, evaluate later; supply after-sales communication to reassure the buyer he chose well |
| Variety-seeking | Biscuits, snacks | The leader fills shelf space and advertises reminders; the challenger offers samples, free trials and lower prices |
| Habitual | Salt, sugar | Repetition, familiarity and easy availability — brand belief follows purchase, not the reverse |
The point of the classification. It tells the marketer where the decision is actually made. Where behaviour is complex, effort belongs in information and persuasion before purchase; where it is habitual, it belongs in distribution and reminder advertising; where dissonance is the risk, it belongs after the sale.
Hence, the answer is high involvement in purchase and significant perceived difference among brands.
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