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CONCEPTS › MARKETING AND STRATEGY ›

Consumer Buying Behaviour - Meaning, Types,

Factors, Process & Example
Published by MBA Skool Team, Last Updated: August 19, 2021

What is Consumer Buy

Consumer buying behaviour is
steps or processes followed by
marketplace before (and after)
service. These actions are the
preferences, intentions and dec
or steps can be both online and
Luxury Jungle Resort modern business paradigm. 
WildPlanet Bana Heights
Consumer Buying Behaviour ju
purchase part but also covers t
the disposal of the products or services. This is part of the Post Purchase Evaluat
part of the buying behaviour.

In this article:

Consumer Buying Behaviour Process

4 Types of Consumer Buying Behaviour
Factors influencing Consumer Buying Behavior
Consumer Buying Behaviour Example

Consumer Buying Behaviour Process

The consumer buying behaviour can be broken down into a series of tasks.
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Let us see them one by one:

1. Problem recognition
During this stage, the consumer becomes aware of an unfulfilled need or want. Fo
laptop may be broken and a need arises for a new laptop.

2. Information search
In this stage, the consumer gathers information relevant to solving his problem. Ex
information about various laptop models.

3. Evaluation
The various alternatives are evaluated against the consumer’s wants needs, prefe
resources etc.

4. Purchase
In this stage, the consumer will commit to a particular choice and make the final d
maybe influenced by price and availability.

5. Post purchase evaluation

In this stage, the consumer evaluates whether the purchase actually satisfied her
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G
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4 Types of Consumer Buying Behaviour

Following are the types:

1. Complex
High degree of consumer involvement with significant brand differences.

Example - Cars.

2. Dissonance Reducing
High degree of involvement with little brand differences.

Example - Carpeting

3. Habitual
Low involvement with little brand difference.

Example - Salt

4. Variety seeking
Low involvement with significant perceived brand difference.
Example -Chocolates
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Factors influencing Consumer Buying Behavior

Various factors influence the consumer’s buying behaviour. They can be broadly c

External factors
1. Influence of a group
This includes the influence of culture, family and  reference groups on the buying
consumer
2. Environmental/situational
Factors like season, time of day, temperature and humidity etc. also affect the dec
process.
3. Economic conditions

Internal factors
Lifestyle, Personality, Motivation etc.

These factors hold different level of importance for different kinds of products. For
cold drink brand, Pepsi. The sales of Pepsi will be majorly influenced by the enviro
season and temperature. The influence of group is minimal in this case. On the ot
purchasing a car, the consumer’s decision majorly rests on group influence and h
The environmental factors have almost no role in this purchase.

Consumer Buying Behaviour Example

Buying a chocolate can be an example of consumer buying behaviour. A custome
various chocolates with various cocoa content. The customer might be looking for
chocolate for oneself but some other members in the family may want a more bala
Depending on various factors, the customer might buy multiple chocolates or may
the need and financial budget.
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Hence, this concludes the definition of Consumer Buying Behaviour along with its

This article has been researched & authored by the Business Concepts Team. It
& published by the MBA Skool Team. The content on MBA Skool has been create
academic purpose only.

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