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What Are the 4 Types of Customer Buying Behavior_ - Clootrack

The document outlines four types of consumer buying behavior: complex, dissonance-reducing, habitual, and variety-seeking. Each type is characterized by the level of consumer involvement and the nature of the purchase, with complex purchases requiring thorough research and high involvement, while habitual purchases involve minimal thought. Marketers must tailor their strategies to effectively engage consumers based on these behaviors.

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14 views

What Are the 4 Types of Customer Buying Behavior_ - Clootrack

The document outlines four types of consumer buying behavior: complex, dissonance-reducing, habitual, and variety-seeking. Each type is characterized by the level of consumer involvement and the nature of the purchase, with complex purchases requiring thorough research and high involvement, while habitual purchases involve minimal thought. Marketers must tailor their strategies to effectively engage consumers based on these behaviors.

Uploaded by

rahulthonge341
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Types of Consumer Behavior

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 from 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 in a purchase decision. The
involvement allows customers to ensure that this product is exactly
what they want or do not want.

One of the participants of 102 CX Report, Todd Clark from L'Oréal,


mentioned it explicitly - "I believe the first issue is getting the
consumer to try the product/s first. The second would be getting
the consumer to understand the science of the product and why it
is the best for their needs. Answering the "need" or "pain point" gets
consumers to use/buy."

The amount of risk involved in a purchase also determines the


buying behavior. Higher priced goods tend to high a higher risk,
thereby seeking higher involvement in buying decisions.

There are four types 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 differently when buying an expensive


product or a product that is unfamiliar to them. 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 make 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 their product. It is important to create
an 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 prices and infrequent
purchases. In addition, there is low availability of choices with fewer
significant 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 limitations, or
budget limitations, 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 camping quickly decides on the product
based on a few brands available. The main criteria here will be the
use and the feature of the collapsible table and the budget
available to 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 the 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, when a consumer buys an energy drink, he tends to


buy the flavor/taste that he likes without actually putting in a lot of
research and time. Many products fit into this category. Products
such as chocolates, cakes, juices, etc., all fit into this product
category.
Consumers just go for it and buy it – there is no brand loyalty.
Consumers do not research or need information regarding the
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 into it. Next time, the same
consumer might 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 types 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 consumer behavior.
There are great differences in consumer behavior while buying a
car versus buying chips. Marketers have to exercise careful
judgment in marketing products to different kinds of consumer
behavior.

Contents

4 Types of Consumer Behavior

1. Complex buying behavior

2. Dissonance-reducing buying behavior

3. Habitual buying behavior

4. Variety seeking buying behavior

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