CONSUMER

BUYING
BEHAVIOUR
THINK ABOUT THE MANY
(BUYING) DECISIONS YOU
MAKE EVERY DAY; HOW
MUCH THOUGHT ARE YOU
REALLY GIVING TO THEM?
 CONSUMER
BEHAVIOR
Consumer behavior observes how people
choose, use, and discard products and
services, encompassing their emotional,
cognitive, and behavioral reactions.
 CONSUMER
BEHAVIOR
Understanding consumer behavior is key for
businesses trying to orchestrate impactful
marketing tactics that shape consumer
decision-making pathways.
 CONSUMER
BEHAVIOR
By gaining insights into the factors that
influence consumer choices, such as personal
preferences, social influences, cultural norms,
and economic factors, businesses can tailor
their marketing strategies to effectively target
and engage their audience.
 CONSUMER
BEHAVIOR
Consumer behavior incorporates ideas from
several sciences including psychology,
biology, chemistry, and economics
 CONSUMER
BEHAVIOR
It draws on psychological principles to
understand how individual motivations,
perceptions, and attitudes shape consumer
decisions.
 CONSUMER
BEHAVIOR
Economic theories help explain how
consumers allocate their limited resources
among competing wants and needs, guiding
businesses in pricing strategies and product
positioning.
BLACK BOX MODEL
OF CONSUMER
BEHAVIOR
02 - WEBSITE
02 - WEBSITE
 STIMULI
Stimuli: Consumers are exposed to various external marketing
stimuli (ads, promotions) and internal stimuli (needs, wants).
At this stage, factors like product quality, price, and
advertising messages influence consumer perceptions.
 BLACK BOX
Black Box: The internal decision-making process of the
consumer is treated as a "black box" – we can't directly
observe their thoughts and feelings. The black box represents
the complex cognitive and emotional processes that occur
within consumers, affecting their buying decisions.
 RESPONSE
Response: The outcome of this internal process is a consumer
response, which could be a purchase, a positive/negative
brand perception, or no action at all. This is the consumers'
actual purchase behaviors based on their internal evaluations.
TYPES OF CONSUMER
BEHAVIOR
 COMPLEX PURCHASING
BEHAVIOR
This type of behavior occurs when consumers are buying
expensive, rarely-purchased items.
In this case, people are deeply involved in the purchase
process, conducting extensive research before making a
significant investment.
Think about purchasing a house or a car; these are consumer
behavior examples of complex buying behavior.
COMPLEX PURCHASING
BEHAVIOR
1. Buying a House
2. Purchasing a High-End Laptop or Computer
3. Choosing a University for Higher Education
4. Selecting a Health Insurance Plan
5. Investing in a New Business Venture
 DISSONANCE-REDUCING
PURCHASING BEHAVIOR
Dissonance is defined as a lack of harmony. In the shopping
process, this behavior is visible when consumers struggle to
differentiate between brands.
There’s no favorite brand and none of the options is
particularly attractive, so ‘dissonance’ appears as consumers
fear they will regret their decision.
For instance, when buying a lawnmower, you may select one
based on price and convenience. However, you’ll still seek
reassurance about your choice afterward.
DISSONANCE-REDUCING
PURCHASING BEHAVIOR
1.Buying a Washing Machine
2.Selecting a High-End Smartphone
3.Purchasing Office Furniture
4.Choosing a Wedding Venue
5.Buying an Engagement Ring
 HABITUAL PURCHASING
BEHAVIOR
As opposed to the first two behaviors, this one appears when
consumers mindlessly buy something, with little to no
involvement in the product or brand category.
To illustrate, let’s think of grocery shopping: you visit the
store and buy your preferred type of bread.
You demonstrate zero brand loyalty, as you go for your
preferred taste, no matter the logo on the label.
HABITUAL PURCHASING
BEHAVIOR
1. Buying Toothpaste
2. Purchasing Laundry Detergent
3. Selecting a Brand of Tea
4. Buying Toilet Paper
5. Purchasing Shampoo
VARIETY-SEEKING BEHAVIOR

Finally, we have this scenario, where consumers purchase a

different product not because they were dissatisfied with the
previous one, but because they seek variety.
For example, think of people who order protein or other
supplements. It’s not that they’re not satisfied with the
product in itself; they just got bored of the same taste and
looked for some chocolaty feelings in their protein shakes.
VARIETY-SEEKING BEHAVIOR

1. Buying Different Flavors of Ice Cream

2. Selecting Various Types of Skin Products
3. Trying New Brands of Energy Drinks
4. Buying Different Scents of Air Fresheners
5. Choosing Various Brands of Cold Drinks
MARKETING
STRATEGIES
 TAILORING FOR COMPLEX
PURCHASING BEHAVIOR
• Provide Detailed Information: Offer comprehensive
product descriptions, specifications, and comparison
charts to assist consumers in their research process.
• Highlight Value Proposition: Emphasize the unique
features, benefits, and value proposition of your product
or service to justify the higher investment.
 TAILORING FOR COMPLEX
PURCHASING BEHAVIOR
• Utilize Testimonials and Reviews: Showcase positive
testimonials, reviews, and case studies from satisfied
customers to build trust and credibility.
• Offer Personalized Assistance: Provide personalized
assistance and expert guidance to address any concerns or
questions consumers may have during the decision-
making process.
TAILORING FOR DISSONANCE-
REDUCING PURCHASING
BEHAVIOR
• Build Trust and Reassurance: Use persuasive messaging,
social proof, and testimonials to demonstrate the
superiority of your brand and alleviate consumers’
concerns.
• Provide Satisfaction Guarantees: Offer satisfaction
guarantees, free trials, or generous return policies to
reduce the perceived risk associated with the purchase.
TAILORING FOR DISSONANCE-
REDUCING PURCHASING
BEHAVIOR
• Focus on Quality and Reliability: Highlight the quality,
reliability, and satisfaction guaranteed by your brand to
reassure consumers about their decisions.
• Address Pain Points: Identify common pain points or
objections consumers may have and address them directly
in your marketing messages to alleviate doubts.
 TAILORING FOR HABITUAL
PURCHASING BEHAVIOR
• Maintain Brand Visibility: Ensure consistent branding,
packaging, and messaging to reinforce brand recognition
and stay top-of-mind for consumers.
• Leverage Loyalty Programs: Implement loyalty
programs, discounts, and incentives to encourage repeat
purchases and reinforce brand loyalty.
 TAILORING FOR HABITUAL
PURCHASING BEHAVIOR
• Create Memorable Experiences: Craft memorable brand
experiences through engaging content, storytelling, and
interactive campaigns to foster emotional connections
with consumers.
• Stay Relevant and Topical: Keep your brand relevant and
topical by staying updated on industry trends, consumer
preferences, and market dynamics to remain appealing to
habitual buyers.
TAILORING FOR VARIETY-SEEKING
BEHAVIOR
• Offer Diverse Product Range: Provide diverse products,
flavors, or options to cater to consumers’ changing
preferences and desire for novelty.
• Create Excitement with Limited-Time Offers: Use
limited-time offers, seasonal promotions, and new
product launches to create excitement and anticipation
around your brand.
TAILORING FOR VARIETY-SEEKING
BEHAVIOR
• Highlight Unique Features: Showcase the unique features,
benefits, and experiences offered by each product to
entice consumers to explore new options.
• Encourage Exploration and Discovery: Facilitate
exploration and discovery by organizing products into
categories, providing recommendations, and offering
personalized suggestions based on past behavior.
TAILORING FOR VARIETY-SEEKING
BEHAVIOR
• Highlight Unique Features: Showcase the unique features,
benefits, and experiences offered by each product to
entice consumers to explore new options.
• Encourage Exploration and Discovery: Facilitate
exploration and discovery by organizing products into
categories, providing recommendations, and offering
personalized suggestions based on past behavior.
QUESTIONS?