Types of Consumer Buying Decision

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Information about Types of Consumer Buying Decision
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Published on February 15, 2014

Author: kumarprashantgupta

Source: slideshare.net

Types Of Consumer Buying Decisions Prof Prashant Kumar Gupta Lecturer Jain College of MBA

Four Types:High Involvement Significant Difference b/w Brands Complex Buying Decision Few differences b/w brands Dissonance Reducing Low Involvement Variety Seeking Habitual Buying

Complex Buying Behaviour  High consumer involvement  Significant perceived difference between brands  Usually happens when product is expensive, risky, purchased infrequently like a PC  Learning happens  Marketers must understand the information gathering and evaluation behaviour

Dissonance Reducing Buying Behaviour  High involvement  Less perceived difference  Expensive, risky and infrequently purchased products like carpets  Learning happens but the purchase decision is quick  Heed is paid to purchase convenience and price  Post purchase communication is important

Habitual Buying Behaviour  Low consumer involvement  Little significant brand difference  Purchase is out of habit not customer loyalty  Low cost, frequently purchased products like salt  Brand familiarity is important  Ad campaigns with repetition and short duration

Variety-Seeking Buying Behaviour  Low consumer involvement  Significant perceived difference  Lot of brand switching happens  Eg: Cookies, biscuits  Switching happens to seek variety and not out of dissatisfaction  Different marketing strategy for market leader and challenger

Merci

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