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  • Chap 5.3

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    Khoi Dang
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    The document discusses different types of buying decision behaviors: complex buying behavior involves high consumer involvement and significant brand differences for pricey, risky products; dissonance-reducing buying behavior also involves high involvement but little brand differences for expensive purchases; habitual buying has low involvement and little brand differences; and variety-seeking behavior has low involvement but significant brand differences. It also outlines the 5 stages of the buyer decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.

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    The document discusses different types of buying decision behaviors: complex buying behavior involves high consumer involvement and significant brand differences for pricey, risky products; dissonance-reducing buying behavior also involves high involvement but little brand differences for expensive purchases; habitual buying has low involvement and little brand differences; and variety-seeking behavior has low involvement but significant brand differences. It also outlines the 5 stages of the buyer decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    4 views5 pages

    Chap 5.3

    Uploaded by

    Khoi Dang
    The document discusses different types of buying decision behaviors: complex buying behavior involves high consumer involvement and significant brand differences for pricey, risky products; dissonance-reducing buying behavior also involves high involvement but little brand differences for expensive purchases; habitual buying has low involvement and little brand differences; and variety-seeking behavior has low involvement but significant brand differences. It also outlines the 5 stages of the buyer decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 5

    03

    Buying Decision Behavior and the


    Buyer Decision Process
    Types of Buying Decision Behavior
    Types of Buying Decision Behavior

    Complex Buying Dissonance-reducing Buying


    Behavior Behavior
    Consumers’ involvement: high Consumers’ involvement: high
    Brands difference: significant Brands difference: little
    Product: pricey, risky, rare bought, highly self- Product: pricey, risky purchase, rare
    expressive

    Habitual Buying Variety-seeking


    Behavior Buying Behavior
    Consumers’ involvement: low Consumers’ involvement: low
    Brands difference: little significant Brands difference: significant
    The Buyer Decision Process
    Need recognition Information research
    01 Recognize a problem or need
    02 Seek more information

    Evaluation of alternatives Purchases decision


    03 Evaluate brands in choice set
    04 Make decision and actually
    buy the product

    Post-purchase decision
    05 Take action based on satisfaction or
    destructive action
    The Buyer Decision
    Process
    Cognitive
    dissonance
    Discomfort caused by postpurchase
    conflict

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