Complex looks at the purchase and perceives

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There are multiple types of buying decision behavior. Complex looks at the purchase and perceives significant difference among brands. Dissonance-reducing is when consumers are highly involved with expensive, infrequent, or risky purchase but see little difference among brands ( postpurchase dissonance – find disadvantages but try to find good things to feel better about the brand they chose). Habitual occurs under the conditions of low-consumer involvement and little significant brand
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difference. Variety-seeking is low consumer involvement but significant perceived brand difference. The buyer decision process has five stages: need recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior o need recognition - buyer recognizes a problem or need (internal – natural / external – ads, influences) o information search – you pay more attention to what you’re looking for personal source (family and friends) *commercial source (ads) public sources (mas media, internet searches) experimental sources (handling, examining, using the product) ex: test driving a car o evaluation of alternatives – how the consumer processes information to
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