Types of Consumer Buying
Behaviour
Dr. Poonam Madan
Consider
People who buy Harley Davidson motorcycles
People who buy Mercedes
What is the buying behavior of these two types of
people?
Would the same marketing strategy work for both
groups?
7O framework to define the market
Who constitutes the market?
Occupants
What does the market buy?
Objects
Why does the market buy?
Objectives
Who participates in the buying?Organizations
How does the market buy?
Operations
When does the market buy?
Occasions
Where does the market buy? Outlets
Types of Buying-Decision
Behavior
Difference
between
brands
Significant
Differences
Few
Differences
Involvement Level
High
Low
Complex
buying
behavior
Dissonancereducing
buying
behavior
Varietyseeking
buying
behavior
Habitual
buying
behavior
Types of Buying Behavior
Types of consumer buying behavior
are determined by:
Level of Involvement in purchase decision
Buyers level of involvement determines why he/she is
motivated to seek information about a certain products
and brands but virtually ignores others.
High involvement purchases--Honda Motorbike, high
priced goods, products visible to others, and the higher
the risk the higher the involvement.
Types of risk:
Personal risk
Social risk
Economic risk
Low-Involvement Purchases
Moderating Effects
Low-involvement
Variety seekin
Types of Buying Decision Behavior
Complex buying behavior
Dissonance-reducing buying behavior
Habitual buying behavior
Variety-seeking buying behavior
Types of buyer behaviour
Complex buyer behaviour e.g. Intel
Pentium Processor
Dissonance-reducing behaviour (brand
reduces after-sales discomfort)
Habitual buying behaviour e.g. salt - little
difference
Variety seeking behaviour - significant
brand differences e.g soap powder
Types of Buying Decision Behavior
Complex Buying Behavior
When consumers are highly motivated in a purchase
and perceive significant differences among
brands
Purchasers are highly motivated when:
Product is expensive
Product is risky
Product is purchased infrequently
Product is highly self-expressive
Complex buying behaviour
This behaviour is characterised by rigorous and
detailed involvement by the buyer as various brands
of the commodity compete for the buyers attention.
When the buyer intends to purchase an expensive
product, accompanied with a massive risk factor
and purchased very rarely, this type of behaviour
comes into play.
Types of Buying Decision Behavior
Dissonance-reducing buying behavior
occurs when consumers are highly involved
with an expensive, infrequent, or risky
purchase, but see little difference among
brands
Types of Buying Behaviour contd...
Dissonance reducing buying behaviour
When the product in question is costly or has a risky factor in its
purchase but there are different brands that have less or no difference
this behaviour comes to play.
Buyers develop a sense of dissonance or feeling a discomfort after they
purchase the product because they fear it might be a failure after
having spent a lot of money on it.
Types of Buying Decision Behavior
Post-purchase dissonance occurs when the
consumer notices certain disadvantages of
the product purchased or hears favorable
things about a product not purchased
Types of Buying Decision Behavior
Habitual buying behavior occurs when
consumers have low involvement and
there is little significant brand difference
Types of Buying Behaviour contd...
Habitual buying behaviour
This buying behaviour in consumers arises when the products in
question have few or no significant differences and the consumer buys
the product that he/she has been using for sometime, without having to
switch to another brand.
When a consumer is offered with a choice between two substitute
products that have identical features, he/she will purchase the one that
he/ she had been using earlier as he/ she is accustomed to it.
Types of Buying Decision Behavior
Variety-seeking buying behavior occurs
when consumers have low involvement
and there are significant brand differences
Types of Buying Behaviour contd...
Variety seeking buying behaviour
Such behaviour takes place when the consumer has a variety of product
choice that tend to serve the same purpose.
As a result, consumers will buy any given brand at a given time without
having to make a choice between them.
Variety-Seeking vs. Habit
Persistence
Variety-Seeking
Often driven by need for arousal
Preference-testing utility
Consumers often overestimate their variety
needs
Habit Persistence
Different from Loyalty
Typically driven by risk aversion
