Lesson 15 : Analyzing Consumer Market and Buyer Behavior
Types of buying behaviour
Consumer decision making varies with the type of buying decision.
Complex buying behavior Consumers engage in complex buying behavior when they are highly involved in a purchase and aware of significant differences among the practices. Complex buying behavior involves a three-step process.
Developing beliefs about the product.
Developing attitudes about the product.
Making a thoughtful purchase choice.
Example: Just diagnosed diabetic adopting low fat and low calorie diet.
Dissonance-reducing buyer behavior
Sometimes the consumer is highly involved in a purchase but sees little difference in the practices. The high involvement is based on the fact that the purchase is risky. After the purchase, the consumer might experience dissonance that stems from noticing certain disquieting features of the practice or hearing favorable things about other practices. The consumer first acts, then acquires new beliefs, and then ends up with a set of attitudes. Thus marketing communications should aim at supplying beliefs and evaluations that help the consumer feel good about his or her choice. Example: People try to discontinue behaviour like wearing helmets, seat belts
Habitual buying behavior
Many products are bought under conditions of low consumer involvement and the absence of significant differences. Consumers have little involvement in this product category. They go to the store and reach for the brand. If they keep reaching for the same brand, it is out of habit, not strong brand loyalty. There is good evidence that consumers have low involvement with most low-cost, frequently purchased products. Example: Low cost and most frequently purchased salt is iodized.
Variety-seeking buying behavior
Some buying situations are characterized by low consumer involvement but significant brand differences. Here consumers often do a lot of brand switching. Think about cookies. The consumer has some beliefs about cookies, chooses a brand of cookies without much evaluation, and evaluates the product during consumption. But next time, the consumer may reach for another brand out of boredom or a wish for a different taste. Brand switching occurs for the sake of variety rather than dissatisfaction. Example: Most of the brands of wheat flour are fortified.
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