this presentation, in brief helps you understand the complex buying behavior, its assumptions taken, how it is affects marketers, how it affects consumers and how this process can be beneficial to both of them

1. Marketing Presentation
Topic - Complex Buying Behavior
Made by :- Salil Jain
Aaryan Khurana
Mubasshir Hussain
Dhruv Gir
Mahatab Alam

2. What is Complex Buying Behavior ?
• Complex buying behavior (CBB) is a phenomenon that
occurs when the consumer is highly involved with the
purchase and when there are significant differences
between brands.
• This behavior can often be associated with the purchase
of products that are considerably high in cost and/or risk
(E.g.-Car,Laptop,Etc)
• Such tasks are complex because the risk is high
(significant financial commitment), and the large
differences between brands and/or products require
gathering a substantial amount of information prior to
purchase

3. Certain Assumptions taken in CBB
• The products in question are usually categorized as
expensive.
• The consumer in assumed to be of an average income
group (i.e. middle and/or upper middle class income
group).
• The consumer is assumed to not possess any sort of
brand loyalty whatsoever.
• It is assumed that the consumer is buying the chosen
product for the first time and does not have any
extensive knowledge of the brand differences and the
varying features of the product in question, whether it be
a car, air conditioners, etc.

4. How is this beneficial to Marketers ?
• Marketers who wish to influence this buying task must help
the consumer process the information as readily as possible.
i.e. this may include informing the consumer about the
product category and its important attributes, providing
detailed information about product benefits, and motivating
sales personnel to influence final brand choice so as to
maximize their influence.
• For example, real estate web sites typically offer extensive
photographs and videos and full descriptions of each available
home.
• A computer sales representative is likely to spend time
providing information to customers who have technical
queries.

5. How does CBB affect Consumers ?
• First, complex purchases are expensive. Whether the product be
car or a mobile phone, it is far beyond what would be cataloged as
regular, discretionary spending. This prompts high financial
investment.
• Second, complex purchases are emotional and include a deep
sense of commitment. Whether the buyer and owner experience is
good or bad, the product purchased is the product one lives with for
an extended length of time.
• Third, complex purchases are extremely personal. Because the
products usually identified in this process are expensive, the
decision becomes reflective of the buyer. For dealers it’s one more
unit. For shoppers, it is intensely personal.
• Fourth, complex purchases are uncommon or infrequent. Since
products like vehicles, laptops or houses are not purchased often, it
drives higher levels of involvement. Even if shoppers chooses short-
term leasing, it still falls far outside the bounds of a common
purchase.

6. How CBB can be beneficial to both
consumers and marketers at the same time
• These various and distinct levels of decision-making can be
intimidating for many of the average consumers, but it is
through this journey that buyers understand and develop
perspectives on products like these prior to purchase.
• At the same time this is good news for the dealer. Why?
Because, it means shoppers are highly influenced in this
process, and if marketers can learn consumer’s perspective
on a general and relatable basis, they can influence decision-
making. And if marketers, at the end of the day can influence
decision-making on a large portion/section of the consumer
population, they ultimately are achieving their desirable
objectives

7. Thank You!