Summary international marketing

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Amity School of Business




Module- 4
Consumer Behaviour

Dr. Deepa Kapoor
Amity School of Business

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Amity School of Business

Evaluation of Alternatives
• Evoked set
• Criteria used for evaluating brands
• Consumer decision rules
• Going online for decision-making
assistance
• Lifestyles as a consumer decision strategy
• Incomplete information


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Involvement
Amity School of Business

Involvement

Complex Buying Variety Seeking
Significant Behavior Buying Behavior
Differences between
brands




Dissonance Habitual Buying
Few Differences Reducing buying Behavior
between brands
Behavior



Henry Assael’s Buying Behavior Model 3

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Complex buying behavior
– Consumers engage in complex buying
behavior when they are highly involved in a
purchase and aware of significant
differences among brands.
– This is usually the case when a product is
expensive, bought infrequently, risky, and
highly self –expressive, like an automobiles.



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