There are four typical types of buying behaviour based on the type of products that intends to be purchased.
1. Complex buying behaviour is where the individual purchases a high value brand and seeks a lot of information before the purchase is made.
2. Habitual buying behaviour is where the individual buys a product out of habit e.g. a daily
newspaper, sugar or salt.
3. Variety seeking buying behaviour is where the individual likes to shop around and experiment
with different products. So an individual may shop around for different breakfast cereals because he/she wants variety in the mornings!
4. Dissonance reducing buying behaviour is when buyer are highly involved with the purchase of the product, because the purchase is expensive or infrequent.
There is little difference between existing brands an example would be buying a diamond ring, there is perceived little difference between existing diamond brand manufacturers.