Purchasing an automobile is a complex buying behavior that consumer is highly involved in a purchase and significant perceived different among brands. And buying a cup of coffee is a habitual buying behavior as there is low consumer involvement and few significant perceived brand differences. Need recognition: Consumers purchasing an automobile may because of their esteem needs. They think that automobile is a symbol of status and self-identity and their self-image is tied to the product. But for buying a cup of coffee is a physiological needs that consumers buy for it because they feel thirsty.
Information search and Evaluation of alternatives: Automobile is a high involvement, expensive and purchased infrequently product. Consumers will actively search for information to evaluate and consider alternative brands by applying specific criteria such as price, performance, durability and service for an automobile. Consumers may also gain information through the dealer, know the relative advantages of another brand before the purchase. Purchasing a cup of coffee in the same shop everyday, is a low involvement with most low-cost and frequently purchases products. Consumers do not search extensively for nformation about the brands, evaluate brand characteristics and make weighty decisions about which brands to buy. They simply go to the store and reach for a brand. As the consumer is satisfied with a particular brand and purchases it consistently, in such case, no decision making may take place. Risk: Automobile is an expensive and risky item that may involve financial risk to the consumers. Also, once the automobile is out of work, it will involve a performance risk. For coffee, it is a low price and low risk products that purchasing the same brand of coffee everyday can reduces the risk of product failure.
