Consumer buying behaviour process

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What is consumer buying behaviour? According to Kotler et al (2009), consumer behaviour is the study of how individuals or groups buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. Consumer behaviour can be divided into two types: high-involvement behaviour and low-involvement behaviour. High-involvement behaviour is also called complex buying behaviour. Customers sometimes spend a lot of time to make a decision to buy a product/service. They become heavily involved in the purchasing process. This involvement is called high-involvement or complex buying behaviour. […]