The consumer has to consider many things that what type of product he’s going to buy. It’s because there’s a difference between buying a car and buying a coffee or an ice-cream. It’s a common observation that if the product is costly and expensive, then it’s purchasing would take more time. Rather than a product that’s casual, cheap, and ordinary.
Other factors explain the purchasing behavior of customers. Like the level of risk involved and the interest that the customer shows in the purchase tell the behavior of the consumer. If the product is riskier, then the customer has to show more interest in the purchase decision.
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4 Types of Buying Decision Behavior
Today we’ll discuss the buying behavior of the consumer and how it varies from the purchase of the product to product. Below are the four types of buying decision behavior explained with examples;
Complex Buying Behavior
Complex buying behavior occurs when a person buys an expensive and costly product. In our daily life, we don’t normally buy costly products frequently. When it comes to it, we show complete interest in the purchase decision by thoroughly investigating and researching the product.
A consumer would consult with his friends, colleagues, and relatives. When he’s going to buy a product that he doesn’t know about and unfamiliar with it. The purchase decision involves huge risks for him because he’s unfamiliar with many things.
Example of complex buying Behavior
A consumer wants to buy a car and it’s a huge purchase decision for him because it involves great financial and economical risks. He has to consider many factors. Like how his friends, family, and colleagues would react. How his social status in the social circle would look after acquiring the car.
The core of the matter
A consumer goes through various learning phases in complex buying behavior. First, he learns and develops the belief about the product that he has to buy. His belief about the purchase creates his attitude, and then he’ll finally make the purchase decision.
Marketers, on the other hand, have complete knowledge and understanding of the product/service. Therefore, they should guide the consumer better, so that he could have a better understanding of the product. Most importantly, marketers should design an advertisement that should answer their basic questions.
Dissonance-Reducing Buying Behavior
Dissonance-reducing buying behavior happens when the consumer shows a high level of involvement because the product is very pricy and expensive. We don’t usually buy expensive things in our daily routine life. When it comes to it, the consumer would buy the product that is easily and readily available. It’s because there aren’t many choices with not many significant alternatives.
The buying decision is a bit difficult and limited because the consumer has to choose with less availability of choices. Factors like there aren’t many choices of the product available and limited time and budget force the consumer to make the buying decision without doing enough research.
Example of dissonance-reducing buying Behavior
A consumer wants to buy a collapsible table for camping. He has to make a quick purchase decision about the product with limited available options. The customer would buy the product without doing sufficient research and inquiring information about it. His main purpose is to buy a table to use it and he’s got enough information for the purchase.
The gist of the matter
Marketers in this type use the focused marketing and advertisement campaign. Instead, they should use such a campaign that would make people do repetitive purchase and share their experience in their social circle. It means that they should follow a supportive marketing campaign of guiding the people along with focusing on their brand.
Habitual Buying Behavior
Habitual buying behavior when the customer shows less interest in the buying decision. He is more interested and focused on the brand’s differences. It usually happens when a consumer buys daily routine items frequently, and he doesn’t pay much attention to it. His main focus is on buying products from his favorite brand and retail store, where he usually goes shopping.
Example of habitual buying Behavior
A consumer wants to buy a loaf of bread, salt, sugar, toilet paper, or any other daily use items. He would like to buy the products of the brands that he’s already familiar with rather than experimenting with something new. The customers usually do not put a lot of thoughts and research into the habitual types of buying decisions.
The gist of the matter
There isn’t much brand loyalty involved in this type. If consumers need something, they would buy it without doing a lot of research and putting thoughts into it. Advertisements on TV, radio, and print media influence the buying behavior of consumers. Therefore, marketers should do repetitive marketing campaigns to make customers remember their brand.
If you’re new in the market, then you should offer products at a low price to attract the attention of customers. Marketers should also use colorful images and symbols to attract the attention of the consumer in their ad campaign. It’s because colorful visuals can make people remember their brand.
Variety-Seeking Buying Behavior
The interest of consumers is very low in the variety-seeking buying behavior. Customers do not pay a lot of attention to the brand differences and they aren’t loyal to any of the brands. They often switch to another brand, only because of boredom or want to try something different. In this category, consumers try different products not because of dissatisfaction, but because of the interest of trying something new.
Example of variety-seeking buying behavior
A customer goes out and buys a packet of cookies without paying much attention to the brand. Even though they like the products, but they’ll try some other brand next time to try a new taste.
The gist of the matter
Marketers have to follow different marketing strategies to attract the attention of this type of consumer. Companies influence the buying behavior of habitual consumers by having special shelf space, where they show the number of products and their different versions.
Marketers should avoid the out-of-stock situation because other brands offer discount coupons, free samples, and low price products to attract the attention of customers.
