When consumers engage in complex buying behavior they are going through a learning process, so it's most vital that marketers understand operation and evaluation behavior.
Complex buying behavior occurs when the buyer is extremely attached the acquisition and when there are significant differences between brands. The customer is very involved within the buying process and thorough research before the acquisition because of the high degree of economic or psychological risk. Samples of this kind of shopping for behavior include purchasing expensive goods or services like a house, a car, an education course, etc. Therefore it's most vital that marketers understand operation and evaluation consumer behavior.
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