There are four common types of consumer behavior: habitual buying, complex buying, variety-seeking, and dissonance-reducing buying (American Marketing Association, 2024). Complex buying behavior involves an intricate process when purchasing products/services. These products/services require high involvement and tend to have significant differences (Jacquerye, 2020). Common examples include buying a new home or a new car. Complex buying behavior is also applicable when businesses purchase software. For example, you may shop around for a customer relationship management (CRM) tool to find one that meets your needs.
Cespedes and Nunes (2003) took a different approach to consumer behaviors, segmenting them into habitual, high-value deal seekers, variety-loving, and high-involvement shoppers. We used their framework and applied the high-involvement purchasing process to what is commonly known as complex buying behavior.
Let’s dive into a vehicle purchase case study using the high-involvement framework. A new vehicle purchase can be triggered by a new event, such as the previous vehicle no longer working, or we find ourselves at a crossroads where the investment of more money in the current vehicle may be more costly than a new vehicle. We may be driven by a goal to purchase a long-time vehicle of interest. We may be planning to expand the family and would like to position ourselves with a vehicle that meets our needs. As we evaluate the vehicles, we consider brands we have owned. We consider updated capabilities and how they compare to other vehicles in the market. We may call a friend who knows about vehicles or a trusted mechanic to advise us on the new purchase. We set a date with a friend or family member to test drive vehicles of interest and potentially purchase the vehicle. As we drive our new vehicle, we pick up on features that help solidify our decision.
Is your product or service one where consumers exhibit complex buying behavior? If so, selling complex products and services requires patience and the right tool set to increase your success. High-involvement purchases tend to have a longer sales process, require multiple touch-points, and are higher-ticket products and services. A focus on customer engagement and online presence is suggested to meet their needs (Xhema, 2019). Prioritize establishing trust and showing value at each interaction. Know your competitors and be objectively transparent about the differences. Be transparent about your limitations. This allows you to set the proper expectations and builds relationships founded on trust. Becoming a trusted advisor increases the customer's lifetime value and positions you as the expert. Establishing trust will increase customer loyalty and help make them a champion for your brand.
American Marketing Association (2024). Consumer behavior. American Marketing Association. https://www.ama.org/topics/consumer-behavior/
Cespedes, F. & Nunes, P. (2003). The customer has escaped. Harvard Business Review. https://hbr.org/2003/11/the-customer-has-escaped
Jacquerye, F. (2020). Understanding luxury brand equity through consumer purchase decision .Medium.https://medium.com/woodshores/understanding-luxury-brand-equity-through-consumer-purchase-decision-5959577df596
Xhema, J. (2019). Effect of Social Networks on Consumer Behaviour: Complex Buying. IFAC-PapersOnLine, 52(25), 504–508. https://doi.org/10.1016/J.IFACOL.2019.12.594
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