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Types of Consumer Behavior

1. There are four main types of consumer buying behaviors: complex buying behavior, dissonance-reducing behavior, habitual buying behavior, and variety-seeking behavior. 2. Complex buying behavior involves significant research when purchasing expensive or unfamiliar products. Dissonance-reducing behavior occurs when choices are limited and consumers select options with few differences. 3. Habitual buying behavior has low consumer involvement, with consumers typically selecting familiar brands regularly without research. Variety-seeking behavior sees consumers switching between brands regularly seeking new experiences.

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Faisal Awan
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3K views

Types of Consumer Behavior

1. There are four main types of consumer buying behaviors: complex buying behavior, dissonance-reducing behavior, habitual buying behavior, and variety-seeking behavior. 2. Complex buying behavior involves significant research when purchasing expensive or unfamiliar products. Dissonance-reducing behavior occurs when choices are limited and consumers select options with few differences. 3. Habitual buying behavior has low consumer involvement, with consumers typically selecting familiar brands regularly without research. Variety-seeking behavior sees consumers switching between brands regularly seeking new experiences.

Uploaded by

Faisal Awan
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© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Consumer Buying Decisions

Introduction
When people are buying something that’s important, expensive, or risky, they don’t generally do
it on a whim. They go through a few stages weighing up options and looking at alternatives.
Every step on this journey is one where they could lose interest. By plugging gaps between
stages, you will generate and retain more profitable customers.

How considered is their buying decision?

People don’t typically go from blissful ignorance to paying customer in one great leap. They go
through a series of thought processes along the way. The more important or risky that decision,
the more this seems to apply.

At one end of the spectrum there are buying decisions made in a heartbeat. These are either
impulse buys driven entirely by emotion or by logic, but rarely both. Those ‘I just had to have it’
moments, like a bunch of flowers or a chocolate bar. Or, something totally functional, like a pack
of envelopes for the stationery cupboard. These kinds of decisions are made quickly and without
reference to other people. If you were to ask buyers how they chose their goods in these cases,
they probably couldn’t break it down.

Types of Consumer Buying Decisions


4 Types of Consumer Behavior
A consumer’s buying decision depends on the type of products that they need to buy. The
behavior of a consumer while buying a coffee is a lot different while buying a car.
Based on observations, it is clear that purchases that are more complex and expensive involve
higher deliberation and many more participants.
Consumer buying behavior is determined by the level of involvement that a consumer shows
towards a purchase decision.  The amount of risk involved in a purchase also determines the
buying behavior. Higher priced goods tend to high higher risk, thereby seeking higher
involvement in buying decisions.
There are four type of consumer buying behavior: 

1. Complex buying behavior

2. Dissonance-reducing buying behavior

3. Habitual buying behavior

4. Variety seeking behavior


1. Complex buying behavior
Complex buying behavior is encountered particularly when consumers are buying an expensive
product. In this infrequent transaction, consumers are highly involved in the purchase decision.
Consumers will research thoroughly before committing to invest.
Consumer behaves very different when buying an expensive product or a product that is
unfamiliar to him. When the risk of buying a product is very high, a consumer consults friends,
family and experts before making the decision.
For example, when a consumer is buying a car for the first time, it’s a big decision as it involves
high economic risk. There is a lot of thought on how it looks, how his friends and family will
react, how will his social status change after buying the car, and so on.
In complex buying behavior, the buyer will pass through a learning process. He will first develop
beliefs about the product, then attitudes, and then making a thoughtful purchase choice. 
For complex buying behavior customers, marketers should have a deep understanding of the
products. It is expected that they help the consumer to understand about their product. It is
important to create advertising message in a way that influences the buyer’s beliefs and attitudes.
2. Dissonance-reducing buying behavior
In dissonance-reducing buying behavior consumer involvement is very high. This might be due
to high price and infrequent purchase. In addition, there is a low availability of choices with less
significance differences among brands. In this type, a consumer buys a product that is easily
available. 
Consumers will be forced to buy goods that do not have too many choices and therefore
consumers will be left with limited decision making. Based on the products available, time
limitation or the budget limitation, consumers buy certain products without a lot of research.
For example, a consumer who is looking for a new collapsible table that can be taken for a
camping, quickly decides on the product based on few brands available. The main criteria here
will be the use and the feature of the collapsible table and the budget available with him.
Marketers should run after-sale service camps that deliver focused messaging.  These campaigns
should aim to support consumers and convince them to continue with their choice of their brand.
These marketing campaigns should focus on building repeat purchases and referrals by offering
discounts and incentives. 
3. Habitual buying behavior
Habitual Buying Behavior is depicted when a consumer has low involvement in a purchase
decision. In this case the consumer is perceiving only a few significant differences between
brands. 
When consumers are buying products that they use for their daily routine, they do not put a lot of
thought. They either buy their favorite brand or the one that they use regularly – or the one
available in the store or the one that costs the least.
For example, while a consumer buys a loaf of bread, he tends to buy the brand that he is familiar
with without actually putting a lot of research and time. Many products fit into this category.
Everyday use products, such as salt, sugar, biscuits, toilet paper, and black pepper all fit into this
product category. 
Consumer just go for it and buy it – there is no brand loyalty. Consumers do not research or need
information regarding purchase of such products.  
Habitual buying behavior is influenced by radio, television and print media. Moreover,
consumers are buying based on brand familiarity. Hence marketers must use repetitive
advertisements to build brand familiarity. Further to initiate product trial, marketers should use
tactics like price drop promotions and sales promotions. 
Marketers should attract consumers using visual symbols and imagery in their advertising.
Consumers can easily remember visual advertisements and can associate with a brand.
4. Variety seeking buying behavior
In variety seeking consumer behavior, consumer involvement is low. There are significant
differences between brands. Here consumers often do a lot of brand switching. The cost of
switching products is low, and hence consumers might want to try out new products just out of
curiosity or boredom. Consumers here, generally buy different products not because of
dissatisfaction but mainly with an urge to seek variety.
For example, a consumer likes to buy a cookie and choose a brand without putting much thought
to it. Next time, the same consumer might may choose a different brand out of a wish for a
different taste. Brand switching occurs often and without intention.
Brands have to adopt different strategies for such type of consumer behavior. The market leader
will persuade habitual buying behavior by influencing the shelf space. The shelf will display a
large number of related but different product versions.
Marketers avoid out-of-stock conditions, sponsor frequent advertising, offer lower prices,
discounts, deals, coupons and free samples to attract consumers.
Conclusion
Consumer buying decisions are depended on the consumer behavior. There are great differences
in the consumer behavior while buying a car versus buying chips. Marketers have to exercise
careful judgement in marketing products to different kinds of consumer behavior.

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