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Types of Buying Decision Behavior

BY: Raja Vikram | Category: Sales-Marketing | Submitted: 2010-05-28 00:14:27
 
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Buying Decision differs from person to person. Deepening upon the need of the person, the decision gets change; Even if the product is small. There are different factors which influences the nature of buying. Hence buying decision has been classified into four different categories such as Complex buying behavior, Dissonance Reducing buying behavior, Habitual buying behavior and Variety seeking buying behavior. These are classified depending upon the degree of involvement and degree of difference among brands.

1. Complex Buying behavior: This situation involves the high level of involvement from consumers and the same with the difference among brands. These cases arise when the product is of high price, risky, high for servicing, and so on. For Ex: Buying a laptop/Car. Here the product is expensive and there is a significant difference among the brands.

2. Dissonance reducing behavior: This involves high involvement of the buyer but a less significance difference among the brands. For ex: Buying an Air Conditioner. Here the product is highly priced but almost all every brand gives the same features. Sometimes this may involve the post purchase dissonance behavior. Here the consumer looks at the disadvantages of the product after purchase.

3. Habitual Buying Behavior: Here there will not be any kind of involvement from the consumer. Here the purchase happens depending upon the Brand familiarity. Here the consumer involvement is low and less differences among brands. This happens based on the habits of buying. For Ex: Buying of a liquid soap . Most of the people prefer Dettol because of the brand. But there are other products like Lifebuoy with less significant difference.

4. Variety Seeking Buying Behavior: Here the consumer involvement is low but there will be significant difference among brands. For Ex: Biscuits, when we buy a biscuit we do not know the taste hence after consumption only we can tell that whether to go for the brand or not for the next time. Here the companies try to change the nature to Habitual Buying behavior by different strategies. Sometimes this depends upon the retailers too.

Hence these are the four types of buying behavior where the consumer behaves and company tries to modify it depending upon the need.

About Author / Additional Info:
Reference: Philip Kotler

Comments on this article: (20 comments so far)

Comment Comment By Comment Date
its nice ............and easy to understandrn ramya 2011-05-11 14:52:04 786
Its more informative and understandable Abdul Rasheed 2011-05-13 22:39:48 789
It was of great help! thank you Uzair 2011-05-20 19:43:36 798
Nice efforts..... Naeem 2011-07-24 02:46:53 870
Wonderful and understandable. Thanks Simran 2011-07-26 01:49:33 872
Dear Simran,rnrnThank you very much for your appreciations... Raja Vikram - Author 2011-08-01 08:00:49 878
thank you very much, it is simple and understandable, actually it really helps me with my studies. Nanise Ratumaiyale 2011-09-14 01:01:19 922
IT'S COMPREHENSIBLE. REALLY EASY TO CATCH AND UNDERSTANDABLE. THANKS Zubair Siraj Dayo 2011-09-16 15:38:54 927
its is very helpful in clearing concepts mrs hamdani 2011-11-13 05:56:18 990
thank you for such a detailed and yet easy to understand de script ion about the topic.... it was very helpful rahulkhush 2011-11-28 05:57:33 1001
Thnkzzz,,,,.it's reallyy easy 2 undrstnd n grab,! Charvi 2012-03-11 07:34:29 1124
THANKS SIR ITS BEING A PLEASURE TO BE HELPED BY YOU,WITH UR HELP:THIS HAD BEEN EASY AND UNDERSTADABLE HLEHLISI MOHAPI 2012-03-19 01:33:39 1137
i'm truely benefitted by this and it's really helpful Gauav singh 2012-04-09 03:09:56 1203
Dear Gaurav, lot of thanks and feeling good that you got benefitted by this article. Raja Vikram - Author 2012-04-16 03:50:09 1218
This is so understanding. Thank you so much in making my studies easier bob 2012-05-15 13:44:50 1299
very easy to understand and also can experience..knowlegable..thanks IBRAHIM 2012-06-20 06:24:38 1372
Thanks Bob for your apreciations Raja Vikram - Author 2012-06-21 22:26:44 1381
Thank you Ibrahim for your apreciations... Raja Vikram - Author 2012-06-21 22:27:39 1382
Thanks a bunch, its very easy to understand. osasona temitope 2012-10-30 08:58:10 1551
hmmm...easy to understand.... Fahad 2012-12-22 21:44:37 1618

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