Abstract
In the marketing literatures there are several theories for describingthe behavior of consumers in their decision. Assael distinguishedfour types of consumers' buying behavior based on the degree of buyerinvolvement and the degree of differences among brands.In this paper, we try to build a modelfor analyzing product penetration based on the consumers' buyingbehavior in low buyer involvement situation. Especially, we willfocus on word-of-mouth (WOM) effect in penetration process of newproduct.In low buyerinvolvement situation, the rules of consumer agents can be describedas a rather simple one. Even though each consumer's rule is simple,the market as a whole can be complex because there is an interactionbetween consumers.
