Complex buying behaviour is MOST likely to occur in which of the following situations?
A) low involvement purchases where the consumer perceives significant differences between brands
B) high involvement purchases where there is a significant perceived difference between brands in the category
C) low involvement purchases where the consumer has little prior knowledge of the category or the brand
D) institutional purchasing where a committee or group of persons is responsible for purchasing
E) expensive, high risk, high involvement purchases where consumers perceive only minor differences between brands in the category

Question

Quizplus · Accepted Answer

According to the consumer buying behaviour model, complex buying behaviour occurs when the purchase is high involvement and there is a significant perceived difference between brands in the category. In this situation, the consumer will engage in extensive research and evaluation before making a purchase decision.

Complex Buying Behaviour Is MOST Likely to Occur in Which