Types Of Consumer Buying Behaviour Pdf Viewer

Types of consumer buying behaviour pdf viewer

Consumer decision-making varies with the type of buying decision.

There are great differences between buying toothpaste, a tennis racket, a personal computer, and a new car. Complex and expensive purchases are likely to involve more buyer deliberation and more participants.

Involvement is the perceived importance or personal relevance of an object or event. It is about the degree to which the consumer feels attached to the product or brand, and the loyalty felt towards it. Involvement has both cognitive and affective elements: it plays on both the brain and the emotions. There can be 3 levels of involvement:.

High product involvement will come about if the consumer feels that product attributes are strongly-linked to end goals or values.

Although it is the behaviour of the decision-maker that determines the level of involvement of a decision, there are 3 common factors, which increase the likelihood of high involvement.

4 Types of Customer Buying Behavior

These are:. In other words, they involve decisions which is important to get right, preferably first time.

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Typically, the products with which the consumer is highly involved will also be the ones which the consumer knows most about, and about which he or she has strong opinions. Following table compares high-involvement, medium-involvement and low involvement considerations. For example, a technology-savvy IT professional might have very strong views on which PC would give the best performance. On the other hand, a computer novice is less likely to have formed a close involvement with a product and hence is more likely to be prepared to listen to what the salesperson has to say.

Types of consumer buying behaviour pdf viewer

This means that high-involvement consumers are hard to persuade; they are not be easily swayed by advertising or even by persuasive sales pitches.

High involvement always has a strong affective component, and this does not necessarily mean a high cost commitment.

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People also fall in love with cheap products. So involvement does not always equate to price.

Types of consumer buying behaviour pdf viewer

A high-involvement good is not necessarily a high-priced one, nor is a low-involvement good necessarily a cheap one. Smokers can become very involved with their brand of cigarettes costing very few Take the example of bidi or Charminar cigarette.

Types of consumer buying behaviour pdf viewer

Conversely, some people may not get involved deeply with a highly costly 5-star hotel. Assael distinguished four types of consumer buying behaviour based on the degree of buyer involvement and the degree of differences among brands.

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The four types are named in the following table and described in the following paragraphs. Consumers go through complex buying behaviour when they are highly involved in a purchase and aware of significant differences among brands. Consumers are highly involved when the product is expensive, bought infrequently, risky and highly self-expressive.

Types of consumer buying behaviour pdf viewer

Typically the consumer does not know much about the product category and has much to learn. F01 example, a person buying a personal computer may not know what attribute to look for.

Consumer Buying Behaviours: 4 Important Types of Consumer Buying Behaviours

This buyer will pass through a learning process characterized by first developing beliefs about the product, then attitudes, and then making a thoughtful purchase choice. The marketer of a high-involvement product must understand the information-gathering and evaluation behaviour of high-involvement consumers.

Sometimes the consumer is highly, involved in a purchase but sees little difference in the brands. The high involvement is again based on the fact that the purchase is expensive, infrequent, and risky.

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In this case, the buyer will shop around to learn what is, available but will buy fairly quickly because brand differences are not pronounced. The buyer may respond primarily to a good price or to purchase convenience. After the purchase, the consumer might experience dissonance that stems from noticing certain disquieting features of the product or hearing favourable things about other brands.

The consumer will be alert to information that might justify his or her decision. The consumer will first act, then acquire new beliefs and end up with a set of attitudes.

Types of consumer buying behaviour pdf viewer

Here marketing communications should aim to supply beliefs and evaluations that help the consumer feel good about his or her brand choice. Many products are bought under conditions of low consumer involvement and the absence of significant brand differences. Consider the purchase of salt. Consumers have little involvement in this product category.

They go to the store and reach for the brand. If they keep reaching for the same brand, it is out of habit, not strong brand loyalty. There is good evidence that consumers have low involvement with most low-cost, frequently purchased products.

Consumers do not search extensively for information about the brands, evaluate their characteristics, and make a weighty decision on which brand to buy. Instead, they are passive recipients of information as they watch television or see print ads.

Types of consumer buying behaviour pdf viewer

Ad repetition creates brand familiarity rather than brand conviction. Consumers do not form a strong attitude towards a brand but select it because it is familiar.

5 steps in consumer buying behavior

After purchase, they may not even evaluate the choice because they are not highly involved with the product. So the buying process is brand beliefs formed by passive learning, followed by purchase behaviour, which may be followed by evaluation. Marketers of low-involvement products with few brand differences find it effective to use price and sales promotions to stimulate product trial, since buyers are not highly committed to any brand.

In advertising a low-involvement product, a number of things should be observed.

4 types of consumer buying behavior

The ad copy should stress only a few key points Visual symbols and Imagery are important because they can easily be remembered and associated with the brand. The ad campaigns should go for high repetition with short- duration messages. Television is more effective than print media because it is a low-involvement medium that is suitable for passive learning.

Advertising planning should be based on classical conditioning theory where the buyer learns to identify a certain product by a symbol that is repeatedly attached to it. Marketers can try to convert the low-involvement product into one of higher involvement. The ways are:. This can be accomplished by linking the product to some involving issue, as when Crest toothpaste is linked to avoiding cavities.

The product can be linked to some involving personal situation, for instance, by advertising a coffee brand early in the morning when the consumer wants to shake oft sleepiness.

The advertising might seek to trigger strong emotions related to personal values or ego defense. An important product feature might be added to a low-involvement product, such as by fortifying a plain drink with vitamins,.

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These strategies at best raise consumer involvement from a low to a moderate level, they do not propel the consumer into highly involved buying behaviour. Some buying situations are characterised by low consumer involvement but significant brand differences. An example occurs in purchasing cookies. The consumer has some beliefs, chooses a brand of cookies without much evaluation, and evaluates it during consumption.

But next time, the consumer may reach for another brand out of boredom or a wish for a different taste.

Consumer Buying Behavior and Its Types

Brand switching occurs for the sake of variety rather than dissatisfaction. The marketing strategy is different for the market leader and the minor brands in this product category.

The market leader will try to encourage habitual buying behavior by dominating the shelf space, avoiding out-of-stock conditions, and sponsoring frequent reminder advertising. Challenger firms will encourage variety seeking by offering lower prices, deals, coupons, free samples and advertising that presents reasons for trying something new. Consumer Behaviours. You must be logged in to post a comment.

Concepts of Marketing: Selling and Marketing Concept. Leave a Reply Click here to cancel reply. Consumer has knowledge of the product group, no strong feelings.