Types of Consumer Buying-Decision Behaviour

a. Complex Buying Behaviour
This is a buying behaviour characterized by high consumer involvement in a purchase
and significant perceived differences among brands.
The consumer involvement is high when the product is expensive, risky, purchased
infrequently and it is highly self expressive. Hence the consumer has a lot to learn about
the product e.g. buying a computer, car etc. The buyer first develops beliefs about the
product, then attitudes, and then makes a thoughtful purchase choice.
Marketers of high involvement products must help buyers learn about the product
benefits and features. They can do this by availing a catalogue or describing the brands
benefits using print media.

b. Dissonance Reducing Buying Behaviour
This is a buying behaviour that occurs when consumers are highly involved with an
expensive infrequent or risky purchase, but sees little difference among brands e.g.
buying a music system, a carpet etc.
A consumer buying a music system may face a high involvement decision because the
system is expensive and self-expressive yet buyers may think all the music systems in a
given price range are the same. After purchase a consumer might experience post-
purchase dissonance (discomfort). The marketers must provide after sales services and
reassure the consumers that all is well.
c. Habitual Buying Behaviour
It is a consumer buying behaviour characterized by low consumer involvement and a few
significant perceived brand differences.
Consumers have little involvement in this product category, for example bread. They
simply go to a shop and pick a loaf of bread. If they keep buying the same brand, it is out
of habit rather than strong brand loyalty. Consumers appear to have low involvement
with low priced products.
Because buyers are not committed to any brands, marketers of low-involvement products
will use price and sales promotions to create brand familiarity. Television ads are more
effective in such promotions.

d. Variety-Seeking Buying Behaviour
This is a consumer buying behaviour characterized by low consumer involvement but
significant perceived brand differences. A consumer may buy Kasuku brand of cooking
fat, without much evaluation then evaluate the brand during consumption. Next time the
consumer may buy Tily, yet another time Kimbo or Cowbouy. Brand switching occurs
for the sake of variety rather than because of dissatisfaction.
For such products, the marketing strategy may differ for the market leader and for
followers. The market leader will try to encourage habitual buying behaviour by
dominating shelf space, running frequent reminder adverts e.g. Kimbo, Kasuku.
Challenging firms will encourage variety seeking by offering lower prices, special deals,
and free samples e.g. Mpishi Poa.

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Titany answered the question on November 3, 2021 at 10:50