Types of buying
decision
behavior
Presented by:
Sandeep Kumar
What is buying behavior?
Buying Behavior is the decision
processes and acts of people involved
in buying and using products.
Four types of buying decision
behavior
Complex buying behavior
When the consumers are highly involved in a purchase and observe significant differences between
the brands then the consumers undertake complex buying behavior.
In complex buying behavior the commodity displays many features and characteristics like;
1. Expensive, a lot of money must be paid by the purchaser to acquire the product.
2. Purchase is made once in a while i.e a lot of time passes before the consumer buys the commodity
again.
3. Very risky because of the high price tag involved. If the item fails to function or serve its intended
purpose, the buyer incurs losses.
Examples of Products that Exhibit Complex Buying Behavior
• Shopping for a computer or laptop
• Buying of a television set
• Purchase of a microwave
• Purchasing a fridge
Variety seeking buying behavior
It can be described as the buying tendencies of those consumers that do not
have a high involvement with a product when there is a significant difference
between brands.
Brand switching is common
Attract consumer by offering free samples, low prices and special discount.
Brand switching occur for the sake of variety rather than dis-satisfaction.
Examples: chips, soap, shampoo, ice-cream etc.
Dissonance reducing buying behavior
Dissonance-reducing buying behavior occurs when customers are highly
involved with a rather expensive, infrequent or risky purchase but see little
difference among brands
In dissonance reducing buying behavior consumer involvement is very high du
e to high price and
infrequent purchase with less significance differences among brands. In this c
ase buyer purchases the
product which is easily available. After the product purchase, consumers may f
ace dissonance post purchase behavior.
Post purchase dissonance occurs when consumer notices certain dis-
advantages of the purchased product or hear favorable things about a product
that is not purchased.
Example: laptop, buying carpet, paint, curtain etc.
Habitual buying behavior
It refers to situations where a consumer has low involvement in a purchase,
and is perceiving very few significant differences between brands in a given
product category.
This may also be due to fact that customer finds the product best fit for his use
and keeps on buying it without looking for alternative.
Purchase are frequent.
Example: salt, milk, bread, match box or lighter,
The buyer decision process
Need recognition
First and most important step.
Without the recognition of the need, a purchase can not take
place.
The need can be triggered by:
Internal stimuli: such as hunger, thirst etc.
External stimuli: such as advertisement, magazine ads,
environment etc.
Maslow held that needs are arranged in hierarchy.
According to Maslow hierarchy, only when a person has fulfilled
the needs at a certain stage, can he or she move to next stage.
Importance:
• Reveal barriers to success
• Provide a starting point for a new business.
Information search
It is second stage in which consumer searches for internal
and external information.
Sources of Information:
Personal sources—family and friends
Commercial sources—advertising, Internet
Public sources—mass media, consumer organizations
Experiential sources—handling, examining, using the
product
Evaluation of alternative
Evaluation procedure depends on the
consumer and the buying situation.
How the consumer processes information to
arrive at brand choices
Most buyers evaluate multiple attributes, each
of which is weighted differently.
At the end of the evaluation stage, purchase
intentions are formed.
Purchase decision
• The buying decision process is the decision-making
process used by consumers regarding market
transactions before, during, and after the purchase
of a good or service.
Two factors intercede between purchase
intentions and the actual decision:
Attitudes of others
Unexpected situational factors
Three possibilities of purchase decision:
From whom to buy(policy, sales, past experience)
When to buy(time, atmosphere)
Don’t buy
Post purchase behavior
Post-Purchase Behavior is the stage of the Buyer Decision Process when
a consumer will take additional action, based purely on their satisfaction
or dissatisfaction.
The larger the gap between expectation and performance, the greater
the consumer’s dissatisfaction
Satisfaction is important:
Delighted consumers engage in positive word-of-mouth.
Unhappy customers tell on average 11 other people.
It costs more to attract a new customer than it does to retain an existing customer.
Buyer Decision Process for New
Products
Adoption process is the mental
process an individual goes
through from first learning about
an innovation to final regular use.
Stages in the process include:
