Consumer Buying Behavior Analysis

Shopping is an essential activity apply by all people. Buying behavior are varies among individuals. Buying behavior can be differentiate through usage of daily product, selection of electronic products and financial conditions. Buying behavior is define as “decision processes and act of people involved in buying and using products” (Sharma, 2014, pp. 833-840). Decisions making are process based on the consumer acts in selecting and purchasing the products that will be use. Consumer buying decision behavior is more complex decision usually involve more buying participants and more buyer deliberation. Marketers uses this theory to analyzed consumer behavior. In general, consumer has four types of buying decision behavior which are complex buying

The first type of consumer buying decision behavior is complex buying behavior. Generally, from the word of complex, it can be synonym with difficulties or complicated buying behavior among the consumer. Kotler and Armstrong (2012) defined the complex buying behavior as purchasing attitude which is characterized by high-involvement in a purchase and significant perceived differences among brands. From this statement, buyers conduct are categorize into high-risk purchase and apparent effect of variance brands. High–involvement purchase refer to luxurious, expensive and seldom purchase on a product. Example of products are car, technology device, furniture or house. In addition, comparison of brand on the basis of features and quality are made during the buying process. High-involvement purchase with the risk of highly degree economic or psychology would affect the consumer by spending more time in searching for the brands information

This kind of customer is less involved in daily purchases because the whole range of products are bought mostly due to consumer’s habit. Habitual buying behavior is a buying behavior which is characterized by low consumer involvement and few significant perceived brand difference (Kotler & Armstrong, 2008). This kind of consumers have few involvement in this product category such as a food product, newspaper, and beverages. Kotler and Armstrong (2008) defined consumers buying goods seem to have less involvement with cheaper and repeatedly bought products. This means that consumers will not evaluate the brands after the products have been purchased. Consumers select to buy products from certain brands because they are familiar with these brands rather than their belief on the brands. Therefore, this kind of customers usually do not do surveillance to search for information about the brand and evaluate their features before finalize and make conscious decision about which brand to buy (Sharma, 2014). This is because consumers obtain information passively by means of media. In addition, marketers doing improvement by improving the product feature to differentiate firm brands because consumers are not desire to any brands. So, marketers always use price and sales activities to promote buying for low-involvement consumer’s product. For example, Darlie toothpaste offers super white, expert white and