TYPE OF BUYING DECISION BEHAVIOR

1. Complex buying behaviour

- Customer carefully learn about the product
- Developing beliefs about the product => attitudes => make a
thoughtful purchase choice
Ex : someone buying a new car might not know what models,
attributes and accessories to consider or what prices to expect.
=> MKT-er’s role :
+ must understand the information gathering and evaluation
behaviour of high- involvement consumers
+ help buyers learn about product class attributes and their relative
importance
+ describing and illustrating the brand’s benefits through
+ must motivate store salespeople and the buyer’s acquaintances to
influence the final brand choice.

2. Dissonance-reducing buying behaviour

- Buying quickly
- Buying because it has a good price or comfortable
- Then, customer might experience post-purchase dissonance
because :
+ notice certain disadvantages of the purchased carpet brand or hear
favourable things about brands not purchased
=> MKT-er’s role :
+ should provide evidence and support to help consumers feel good
about their brand choices.

3. Habitual buying behaviour

- Consumers do not search extensively for information about the
brands, evaluate brand characteristics, and make weighty decisions
about which brands to buy
- Passive learning => Beliefs => Purchasing behavior
- out of habit rather than strong brand loyalty
=> MKT-er’s role :
+ use price and sales promotions to promote buying.
+ add product features or enhancements to differentiate their brands
from the
rest of the pack and raise involvement.

4. Variety-seeking buying behaviour

- Seeking the variety of product rather than because of
dissatisfaction.
=> MKT-er’s role :
+ may differ for the market leader and minor
Brands : dominating shelf space, keeping shelves fully stocked and
running frequent reminder advertising
+ Challenger firms will encourage variety seeking by offering lower
prices, special deals, coupons, free samples and
advertising that presents reasons for trying something new.