Principles of Marketing, 17/e

Buying Decision Behavior and the Buyer Decision Process

Author Comment

Some purchases are simple and routine, even habitual. Others are far more complex—­involving extensive information gathering and evaluation—and are subject to sometimes subtle influences. For example, think of all that goes into a new car buying decision.

Types of Buying Decision Behavior

Buying behavior differs greatly for a tube of toothpaste, a smartphone, financial services, and a new car. More complex decisions usually involve more buying participants and more buyer deliberation. Figure 5.4 shows the types of consumer buying behavior based on the degree of buyer involvement ...