Consumer Decision

Making: Types &

Determinants

Dr. Devkant Kala

 Types of Consumer Buying Behavior

Degree of Involvement
High Low

Significant Complex Buying Variety Seeking

Difference Behaviour Buying Behaviour
among Brands

No significant Dissonance
Difference Habitual Buying
Reducing Buying
Behaviour
among Brands Behaviour

Dr. Devkant Kala, UPES

 Complex Buying Behavior
• Occurs when consumers are highly involved in a purchase and
perceive significant differences among brands.

• Purchasers are highly involved when:

• Product is expensive.
• Product is risky.
• Product is purchased infrequently.
• Product is highly self-expressive.
• Extensive search for brand information.
• High evaluation of brand characteristics.
• Active receiver of brand information.
Dr. Devkant Kala, UPES
 Dissonance-Reducing Buying Behavior
• Occurs when consumer is highly involved in the purchase
due to the dissatisfaction (dissonance) associated with
previous purchase.
• Post-purchase dissonance occurs when the consumer
notices certain disadvantages of the product purchased
or hears favorable things about a product not purchased.
• Purpose: Take appropriate decision to gain satisfaction.
• Consumer collects information about products from
various sources and take more time in the evaluation of
alternatives in order to make the best decision.
Dr. Devkant Kala, UPES
 Variety-Seeking Buying Behavior
• Occurs when consumers have low involvement and
there are significant brand differences.

• Consumers are low involved when:

• Product is inexpensive.
• Product is purchased frequently.
• Product is not related to the status.

• Consumers purchase different brands in order to seek

different variety, taste and experience.
Dr. Devkant Kala, UPES
 Habitual Buying Behavior
• Occurs when consumers have low involvement and there
is little significant brand difference.

• No extensive search for brand information.

• Little evaluation of brand characteristics.

• Passive reception of brand information.

• Purchase a particular brand due to Habit.

Dr. Devkant Kala, UPES

Determinants of Consumer Behaviour

• Culture
Cultural
• Sub-Culture
Factor
• Cross- Culture

Dr. Devkant Kala, UPES

Determinants of Consumer Behaviour

• Social Class
Social
• Family & Role
Factor
• Reference Group

Dr. Devkant Kala, UPES

Determinants of Consumer Behaviour

• Age and Life Cycle Stage

• Occupation
Personal
• Economic Situation
Factors • Lifestyle

• Personality & Self-concept

Dr. Devkant Kala, UPES

Determinants of Consumer Behaviour

• Motivation

Psychological • Perception
Factors • Learning

• Attitude & Beliefs

Dr. Devkant Kala, UPES

Determinants of Consumer Behaviour

• Time of Purchase
Situational
Factors • Urgency of Purchase

Dr. Devkant Kala, UPES

Thank You.

Dr. Devkant Kala, UPES