Buying behavior can vary based on location, individual, and type of product. Complex buying behavior occurs when multiple people are involved in the purchasing decision and more deliberation is required. Consumers exhibit complex buying when highly involved in an expensive, infrequent, or risky purchase where brands differ significantly. Variety-seeking behavior occurs when involvement is low but brands vary. Dissonance-reducing behavior happens when a consumer is highly involved but sees little brand difference. Marketers should focus on the five stages of the consumer decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.