Marketing Chapter 6 - Types Of Buying Decision Behaviour

low involvement purchase from consumer's end

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

high involvement associated with products that are...

expensive

infrequently purchased

technologically advanced

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

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

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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