O2LO303_W3 - Types of Consumer Behavior

Types of Consumer Behavior

Variety Seeking Buying Behaviour

Complex Buying Behaviour

Implies high involvement and a significant difference among brands

Implies high involvement and a significant difference among brands

Dissonance Reducing Buyer Behaviour

Habitual Buying Behaviour

Implies low involvement and a minimum difference among brands

Implies high involvement and a minimum difference among brands

Characteristics

• This behaviour is applied when the product is economical and bought frequently, but the consumer has less involvement.
• The buying decision is purely based on brand familiarity and availability.
• People buy such items out of habit or familiarity with the taste, and not due to strong brand loyalty.

Characteristics

• When the buyer switches between brands, not because of dissatisfaction with the previous purchase but out of variation.
• Buyer has certain beliefs about the product and after a little evaluation makes the purchase and develops an opinion about the product at the time of consumption.

Characteristics

• This behavior is applied in case of expensive, seldom purchased, self-expressive, high in risk, and one-time investment products.
• The buyer does not have much knowledge about the product and gets highly involved by researching to collect information about the product from various sources.
• The consumer takes a long time to evaluate the alternatives and develop a belief and attitude about the product to make a final decision to buy.

Characteristics

• Appears when the product is expensive, less frequently purchased, and high in risk, dissonance.
• This behavior is mainly concerned with reducing post-purchase dissonance, associated with the dissatisfaction caused by a previous purchase.
• Customer is highly involved in the purchase but finds it difficult to identify the differences between the products offered by various brands.
• The product is selected based on its price, specifications, availability, and convenience.