Consumer Behaviour

Digital Assignment- 3
Consumer Decision styles in Purchase Decision

Submitted to: Dr. Ashok D Summited By: Gokul Krishna S Registration

No: 20BBA0116 Slot : F1
Higher Academic Grade, VIT-BS

Consumer Decision:
Consumer’s decisions are the results of their life-style, which in turn is influenced by the
marketing activities, culture, sub-culture, values, social status, demographics, family type,
emotions, personality traits, motives, perception, and learning. Information search and then
processing it, influences to consumers.

Consumer decision making style have different level of preferences on purchase based on their
requirement of consumer decisions.

 What to purchase for their requirement?

 How much to purchase: quantity unit value of your purchase.
 Where to purchase: the place of your convenient.
 Whom to purchase: Defined place which is familiar to you.
 When to purchase: Time value that you are going to buy using the process stages like
problem recognition, information searching, evaluating of alternatives, making the
decision and post-purchase evaluation.

CONSUMER DECISION STYLES:

1. Rational Purchase decision:

Generally, people are rational in buying. The rational buying motives are based on one's thoughts
and judgement. Consumers purchase a product by testing, comparing and observing the product
keenly in terms of price, quality and durability. In simple words it is a complete level of
streaming before you purchase any product.

2. Impulse Purchase decision:

In the field of consumer behaviour, an impulse purchase or impulse buying is an unplanned

decision by a consumer to buy a product or service, made just before a purchase. One who tends
to make such purchases is referred to as an impulse purchaser, impulse buyer, or compulsive
buyer. In simple words purchasing the product and then you come to know how to use that
product.

3. Referral or Recommended Purchase decision:

At its simplest, marketing is about acquiring customers. This is done by deliberately

communicating value with the intention of influencing customer behaviour, specifically inducing
customers to tell their friends. It gets more complicated, of course: first, you have to identify
and/or create value, then you have to figure out who your customers are and how to reach them
effectively.

4. Compulsive Buying decision:

Compulsive buying behaviour (CBB), are also known as shopping addiction, pathological
buying or compulsive buying disorder, is a mental health condition characterized by the
persistent, excessive, impulsive, and uncontrollable purchase of products in spite of severe
psychological, social, occupational, financial consequences.

5. Expectation based purchase decision:

Consumers observe prices and obtain price information from various sources, from which they
develop decision rules. Thus, the price expectation may alter the purchase behaviour in either
way, accelerating towards or deferring from the current purchase.

The role of consumer price expectations in influencing consumer purchase decisions. Especially,
we examine the drivers of relative dominance of two price expectations one formed prior to store
visit prior and the other about price in other stores post formed after being exposed to focal store
price.

6. Environmental influence decision:

 The decision-making process is influenced by the environment, and individuals tend to have an
adaptive characteristic. So, the decision-making behaviour of an individual is self-adaptive,
resulting from the interaction between the individual and the individual's environment. One of
the most important factors that influence the consumer behaviour is cultural factor. It is the
broadest environmental factor that influences consumer behaviour.

7. Enforcement based decision:

Effective regulators ensure that their decisions are sound and reached as objectively as possible
to promote regulatory certainty while minimizing legal challenges. Stakeholder confidence in
regulatory decisions may be instilled through various key components, including the use of
enforcement-based decision making.

8. Availability based Purchase decision:

Consumers make purchase decisions based on which available options best match their needs,
and to minimize the risk of investing poorly, they will make sure there are no better options for
them. Their evaluation is influenced by two major characteristics: Features, functionality, price,
ease of use.

9. Pleasure based purchase:

The unexplained feeling of joy and satisfaction one gets following a purchase. It can last
anything from a few hours to a few weeks depending on the size, worth or usefulness of the
item acquired. Buyer's remorse can sometimes follow or replace purchase pleasure. It is often a
reason for shopping addiction.
10. Influence based purchase:

A Buying Influence is the individual who can have a positive or negative impact on your
opportunity, whatever position, company or role in any given sale. Which person or people in the
buying organization will actually use or manage the use of the product or service they are selling.

Consumer behaviour is the study of what influences individuals and organizations to purchase
certain products and support certain brands. Marketing campaigns can influence consumer
behaviours because they elicit reactions, utilizing imagery and word associations tied to
emotional responses.

Reference:

https://www.lucidchart.com/blog/consumer-decision-making-process

https://www.google.com/search?
q=Consumer+Decision+styles+in+Purchase+Decision&oq=Consumer+Decision+styles+in+Purc
hase+Decision&aqs=chrome..69i57.287j0j7&sourceid=chrome&ie=UTF-8

https://www.jstor.org/stable/23858677

https://zoovu.com/blog/types-buying-behavior/