Types of Buying Behaviour

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 OUTLINE OF PRESENTATION
 Types of Buying Behavior
 Consumer Decision Making
 Levels of Decision Making
 Buying Roles

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 Types Of Consumer Buying Behaviour

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 Complex Buying Behaviour:
 Complex buying behaviour involves a three-step process; first, the
buyer develops beliefs about the product. Second, he or she develops
attitudes about the product. Third, he or she makes a thoughtful choice.
When the customer is involved in complex buying, they are aware of
significant- differences in brands. This is the case when the products are
expensive, bought frequently risky and highly self expressive. In this
case the customer does not know much about that category.
 This situation involves the high level of involvement from consumers
and the same with the difference among brands. These cases arise when
the product is of high price, risky, high for servicing, and so on.
 For Ex: Buying a laptop/Car. Here the product is expensive and there
is a significant difference among the brands.

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 Dissonance Reducing Buyer Behaviour

 Reducing Buyer Behaviour: Sometimes the consumer is highly

involved in a purchase but sees little difference in brands. The
purchase is expensive, infrequent, and risky; therefore the
consumer is highly involved. In this case, the buyer will go around
to learn what is available but will buy when he gets a good price..
This involves high involvement of the buyer but a less significance
difference among the brands.
 For ex: Buying an Air Conditioner. Here the product is highly
priced but almost all every brand gives the same features.
Sometimes this may involve the post purchase dissonance
behavior. Here the consumer looks at the disadvantages of the
product after purchase.

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 Habitual Buying Behaviour:
 Consumers have little involvement in this product category. They go
to the shop and reach for the brand. If they keep reaching for the
same brand, it is out of habit, riot strong brand loyalty. It is-evident
that consumers have low involvement with most low-cost, frequently
Purchased Products. Consumers do not search extensively for
information, evaluate characteristics and make decisions on which
brand to buy.
 Here there will not be any kind of involvement from the consumer.
Here the purchase happens depending upon the Brand familiarity.
Here the consumer involvement is low and less differences among
brands. This happens based on the habits of buying.
 For Ex: Buying of a liquid soap . Most of the people prefer Dettol
because of the brand. But there are other products like Lifebuoy with
less significant difference.
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 Variety Seeking Buying Behaviour
 There has some buying situation that an characterized by low
involvement but significant brand differences. In such cases the
consumer often goes into a lot of brand switching.
 Take the example of chocolates. The consumers has some beliefs about
chocolates chooses a brand of chocolates without much evaluation, &
evaluates the -product during consumption. Next time, the consumer
may reach for another brand out of a wish for a different taste. In this
case the brand switching occurs for the sake of variety rather than
dissatisfaction.
 Here the consumer involvement is low but there will be significant
difference among brands.
 For Ex: Biscuits, when we buy a biscuit we do not know the taste hence
after consumption only we can tell that whether to go for the brand or
not for the next time. Here the companies try to change the nature to
Habitual Buying behavior by different strategies. Sometimes this depends
upon the retailers too.
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  Marketers need to understand the dynamics of
the consumer decision making process. While
the process and the internal and external factors
affecting decision making would vary from
person to person and within the same person
from situation to situation, the study of
consumer behavior attempts to draw certain
generalizations. The major decisions taken by a
consumer relate to what he buys (products and
services as also the brands), how much he buys
(quantity), where he buys (place), when he buys
(time) and how he buys (payment terms).
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 CONSUMER DECISION MAKING

 A consumer purchase is actually a response to a problem.

Consumer Decision Making pertains to making decisions
regarding product and service offerings. It may be defined as a
process of gathering and processing information, evaluating it
and selecting the best possible option so as to solve a problem
or make a buying choice.
 Consumer Decision Making pertains to the following
decisions:
 a) What to buy: Products and Services (and the Brands?)
 b) How much to buy: Quantity
 c) Where to buy: Place
 d) When to buy: Time
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 e) How to buy: Payment terms.
 LEVELS OF DECISION MAKING:
 (i) Extensive problem solving (EPS)
 (ii) Limited problem solving (LPS)
 (iii) Routinized problem solving

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 BUYING ROLES:

 Consumer decision making is a complex process. It is an

interplay of reactions amongst a consumer and his
cognition, affect and behavior on the one hand, as well
as the environmental forces on the other hand.
 The actual transaction/ exchange is preceded by
considerable amount of thought processes and
influences. This could be explained in terms of
the five “Buying Roles” viz., Initiator, Influencer,
Decider, Buyer and, User.The marketer needs to
understand these roles so as to be able to frame
suitable strategies to target them.
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  a) Initiator: The person who identifies a need
and first suggests the idea of buying a particular
product or service.
 b) Influencer: The person(s) who influences
the buyer in making his final choice of the
product.
 c) Decider: The person who decides on the
final choice: what is to be bought, when, from
where and how.
 d) Buyer: The person who enters into the final
transaction and exchange process or is involved
in the physical activity of making a purchase.
 e) User: The person(s) who actually consumes
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 • Example 2:

 The mother of the house is a housewife; she loves watching

TV when her husband and children go for work. She has
been complaining that the present TV set at home has been
giving problem. She also says that the model is now an old
one and that that the family should own a new model.
 i) Initiator: The lady
 ii) Influencer: Her neighbors and friends.
 iii) Decider: Joint: Her husband, she herself and
the children.
 iv) Buyer: Husband or son or daughter or she
herself.
 v) User:
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  These five roles may be performed by one
person or many persons. - A person may
perform more than one role. - The role(s)
that one assumes for a particular product
purchase and in a particular purchase
situation may differ to another product
purchase and in another purchase situation.

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  It is even more noteworthy that:
 As far as Buyer Behavior is concerned,
the buyers role is the most
important; it is he who enters
into a transaction and final
exchange.
 - actual and final decision is always
made at the time of transaction by the
buyer. - the decider may make a
choice, but the exchange is entered
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