Consumer wants are unlimited because there are different types of consumer  buying behavior. To satisfy these wants they need to buy goods and services. Buying a salt is totally different from buying a diamond necklace. The more expensive the good is the more information is needed by the consumer. There are four types of consumer buying behavior based on the buyer involvement in the purchase.

	High involvement	Low involvement
Significant differences between brands	Complex buying behavior (television)	Variety seeking behavior (soap)
Few differences between brands	Dissonance buying behavior (wall paints)	Habitual buying behavior (salt)

High involvement:- it means when the consumer is highly involved while buying a product. Generally this happens in case of expensive goods. Like while buying a car a consumer is highly involved in buying.

Low involvement:- it means when the consumer is not highly involved while buying a product. Generally this happens in case of low cost goods. Like while buying a salt a consumer is not highly involved in buying.

Significant differences between brands:- it means when there are many differences between brands.

Few differences between brands:- it means when there are very less differences between brands.

1) Complex buying behavior:- when the consumer is highly involved in the purchase and have the knowledge about significant differences between brands then it is called complex buying behavior. So in this case the consumer must get relevant information about the product attribute and the marketer must develop brand preference to provide detailed information regarding the product attribute. For eg. Consumer while buying a television or air conditioner is highly involved in the purchase and has the knowledge about significant differences between brands.

2) Variety seeking behavior:- in this case there is low involvement of the consumer regarding the product and there are significant differences between brands. Consumers generally buy different products not due to dissatisfaction but due to seek variety. Like every time they buy different soap just for variety. In this case the marketer must encourage the consumer to buy the product by offering discounts, free samples and by advertising the product a lot.

3) Dissonance buying behavior:- sometimes consumer is highly involved in the purchase but there are few differences between brands. Highly involvement again means that the product is expensive, but due to few differences between brands consumer will buy the product frequently. Like consumer while buying a wall paints, buy them quickly as there are few differences between brands.

4) Habitual buying behavior:- in this case there is low involvement of the consumer regarding the product and there are few differences between brands. The consumer just goes to the market and buys the product. For eg. Salt.

Therefore these are the types of consumer buying behavior.