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Marketing Chapter 6 - Types Of Buying Decision Behaviour - Coggle Diagram
Marketing Chapter 6 - Types Of Buying Decision Behaviour
complex buying behaviour
buying scenario with high levels of consumer involvement in purchase decision
significant amount of perceived differences between brands in the product category
involvement
actions that consumers must take to understand the product/service they are motivated to buy
involvement process helps consumer understand differences between brands of products they are motivated to buy
this process is where the consumer develops their beliefs and attitudes which influence the customer's decision
high involvement associated with products that are...
expensive
infrequently purchased
technologically advanced
dissonance-reducing buying behaviour
includes high buying involvement
customers wont find big differences between one and another in a given price range
eg. towels, jewellery
habitual buying behaviour
very low involvement from buyer's end
includes purchases which take place quite frequently
situation where buyer is satisfied to buy the same product
consumers may simply select a familiar brand out of habit
eg. buying the newspaper every morning or buying toilet paper or napkins
variety seeking buying behaviour
low involvement purchase from consumer's end
however there are significant differences between brands available on the market
brings along brand switching situation where consumers are not loyal to a particular brand
consumers switch between one brand and others not due to dissatisfaction but mostly to seek variety