Types of Consumer Buying Behaviour
Definition:
Consumer buying behaviour refers to the buying patterns exhibited by consumers based on
their level of involvement and the differences between brands.
Types of Consumer Buying Behaviour:
1. Complex Buying Behaviour:
○ High involvement, significant differences between brands.
○ Consumers spend time researching before purchase.
○ Example: Buying a car or a house.
2. Dissonance-Reducing Buying Behaviour:
○ High involvement, few differences between brands.
○ Consumers may experience post-purchase doubt and seek reassurance.
○ Example: Buying carpet or paint.
3. Habitual Buying Behaviour:
○ Low involvement, little brand difference.
○ Purchases are routine with minimal evaluation.
○ Example: Buying salt or sugar.
4. Variety-Seeking Buying Behaviour:
○ Low involvement, significant brand differences.
○ Consumers switch brands for variety rather than dissatisfaction.
○ Example: Buying snacks or beverages.
Applications in Marketing:
● Tailoring marketing strategies based on type of buying behaviour.
● Providing detailed information and comparisons for high-involvement products.
● Encouraging brand loyalty for habitual buyers.
● Offering promotions and new experiences for variety-seeking buyers.
Definition:
Consumer buying behaviour refers to the buying patterns exhibited by consumers based on
their level of involvement and the differences between brands.
Types of Consumer Buying Behaviour:
1. Complex Buying Behaviour:
○ High involvement, significant differences between brands.
○ Consumers spend time researching before purchase.
○ Example: Buying a car or a house.
2. Dissonance-Reducing Buying Behaviour:
○ High involvement, few differences between brands.
○ Consumers may experience post-purchase doubt and seek reassurance.
○ Example: Buying carpet or paint.
3. Habitual Buying Behaviour:
○ Low involvement, little brand difference.
○ Purchases are routine with minimal evaluation.
○ Example: Buying salt or sugar.
4. Variety-Seeking Buying Behaviour:
○ Low involvement, significant brand differences.
○ Consumers switch brands for variety rather than dissatisfaction.
○ Example: Buying snacks or beverages.
Applications in Marketing:
● Tailoring marketing strategies based on type of buying behaviour.
● Providing detailed information and comparisons for high-involvement products.
● Encouraging brand loyalty for habitual buyers.
● Offering promotions and new experiences for variety-seeking buyers.
