Scribd Logo
Upload

Welcome to Scribd!

  • Consumer Buying Behavior

    Uploaded by

    Satish Tiwari
    66 views24 pages
    This document summarizes different types of consumer buying behaviors: 1. Complex Buying Behavior involves high-value purchases where consumers extensively research brands and compare facts and figures between options like cars. 2. Variety Seeking Behavior sees consumers shopping various brands for fun and to avoid boredom, like with pens. 3. Post-Purchase Dissonance Behavior involves high-risk, expensive purchases where consumers second-guess their decision and seek reassurance, like with banks. 4. Habitual Behavior means consumers routinely buy inexpensive, frequently purchased items based on past satisfaction rather than comparing options, like washing powder.

    Original Description:

    how consumers buy

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    This document summarizes different types of consumer buying behaviors: 1. Complex Buying Behavior involves high-value purchases where consumers extensively research brands and compare facts and figures between options like cars. 2. Variety Seeking Behavior sees consumers shopping various brands for fun and to avoid boredom, like with pens. 3. Post-Purchase Dissonance Behavior involves high-risk, expensive purchases where consumers second-guess their decision and seek reassurance, like with banks. 4. Habitual Behavior means consumers routinely buy inexpensive, frequently purchased items based on past satisfaction rather than comparing options, like washing powder.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    66 views24 pages

    Consumer Buying Behavior

    Uploaded by

    Satish Tiwari
    This document summarizes different types of consumer buying behaviors: 1. Complex Buying Behavior involves high-value purchases where consumers extensively research brands and compare facts and figures between options like cars. 2. Variety Seeking Behavior sees consumers shopping various brands for fun and to avoid boredom, like with pens. 3. Post-Purchase Dissonance Behavior involves high-risk, expensive purchases where consumers second-guess their decision and seek reassurance, like with banks. 4. Habitual Behavior means consumers routinely buy inexpensive, frequently purchased items based on past satisfaction rather than comparing options, like washing powder.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 24

    CONSUMER BUYING BEHAVIOR

    By Vasudha Solanki Dikshi Sharma B-20 B-43

    Angelique Thakur
    Amita Thapliyal

    B-52
    B-53

    Satish Avadhesh Tiwari B-55

    Complex Buying Behavior


    (High difference between brands & High buyers involvement)

    High value brand or product

    Requires extensive collection of data


    Based on facts & figures

    Buyer does comparison and analysis

    Skoda Octavia
    High Speed High Performance Status Symbol

    Variety Seeking Buying Behavior


    (High difference between brands & Low buyers involvement)

    Individual likes to shop around and experiment with different products


    Low consumer involvement in purchase Significant perceived brand differences

    Consumers willing to try diversity of brands for variety and to avoid boredom

    Pens

    Post Purchase Dissonance Reduction Buying Behavior


    (Low difference between brands & High buyers involvement)
    Expensive product purchase Infrequent buying and less experience of product High buyer involvement in purchase Perception of high-risk purchase Few perceived differences in brands

    The bank that cares about the smaller things in your life

    Habitual Buying Behavior


    (Low difference between brands & Low buyers involvement) Consumer buys a product out of habit Buying of cheap frequently purchased items Considerable brand loyalty based on high customer satisfaction with previous purchases of the brand Little perceived difference between available offerings and no other incentive

    Washing Powder

    6 Cell Model
    High

    Buyers involvement in buying decision

    Medium

    1. Extensive Problem Solving Buying Behaviour 2. Limited Problem Solving Buying Behaviour 3. Routine Problem Solving Problem
    High (Rational)

    4. Image Buying Behaviour

    5. Sensual Buying Behaviour 6. Impulse Buying Behaviour


    Low (Emotional)

    Low

    Degree of rationality in buying decision

    Extensive Problem Solving Buying Behavior


    High degree of rationality as well as buyers involvement in buying decision
    Calls for facts and figures Marketers generally use print advertisement to convey the details and establish their point

    High price
    Infrequency of purchase

    Risk factor

    Limited Problem Solving Buying Behavior


    High rationality Some unique feature Involves moderately high priced goods which are not purchased too frequently Emphasis on USP of a product

    Routine Problem Solving Buying Behavior


    A buying situation in which the buyer has had considerable past experience Also called Automatic Response Behavior or Habitual Response Behavior Habit is determinant

    Various Discounts given

    Image Buying Behavior


    Expensive products Products represents personality and lifestyle

    Status symbol
    Promotional strategy emphasizes on rich lifestyle of consumer

    Sensual Buying Behavior


    Desire for pleasure Convey pleasure sensually

    Impulse Buying Behavior


    More based on Emotions than rationality Consumer involvement in buying decision is low

    An impulse purchase or impulse buy is an unplanned decision to buy a product or service, made just before a purchase It is spontaneous seeing is buying
    Attracts people by giving offers.

    Thank You

    You might also like