Four Types Of Consumer Buying Behavior

Consumer Buying Behavior There are four types of consumer buying behavior namely, complex buying behavior, habitual buying behavior, dissonance-reducing buying behavior and variety seeking behavior. According to Solomon (1995), consumer buying behavior is the individuals and groups of people go through the process of choosing, buying and using of products or services in order to fulfill their needs and wants. Basically, the types of consumer buying behavior based on the level or degree of the consumers involvement and the differences among the brands. High involvement Low involvement

Significant differences between brands

Few differences between brands

Unlike complex buying behavior, buyers with habitual buying behavior have low involvement in purchasing products and little significant in differences between brands. This is because the consumer do not see much difference between available brands in the market. The customers keep on buying the products that suitable and best fit for them and they do not looking for other brands. For example, salt and sugar are the products that consumers have little involvement in the buying process. They just enter the store and purchase the products without compare the brands. This consider as out of habit rather than loyalty towards the brand if the consumers just keep finding the same brand. In this condition, customers do not pass through the usual belief-attitude-behavior sequence. According to Homer, Pamela, Kahle, and Lynn (1988), belief-attitude-behavior means “the role of values has received limited empirical attention relative to its potential significance, especially within a causal modeling approach” (p. 640). Consumers do not look for information of the brands, assess the characteristics, and think carefully which brands to buy. Instead, they receive the information from watching television advertisement and also through magazines. Therefore, these type of customers do not have strong loyalty toward a brand. They select the brand based on their general

Consumers with variety-seeking buying behavior have a low involvement in the purchasing of products but significant between brands. There are many choices of brand for them to choose. They usually experience the new kind of brand. This consumer has no loyalty to any brand. In fact, the definition of brand loyalty necessitates the absence of switching the behavior (Jacoby & Robert, 1978). This is because of the sake of variety rather than dissatisfaction. For example, the variety seeking types of products are cookies and crackers. The consumers have their own favor and taste in their mind on what they want to choose. However, when the new brand or exist brand pack in different way with others, this will attract some of the consumers to take a look or buy it. This make the consumers to choose another brand to get a new favor and taste. They only assess the product after consuming. The marketing strategy is to target in different category of age towards the product. The powerful firms use lower prices, deals, packaging, coupons, free testing and advertisements to promote their product so that the firm’s products can compete in the market. This is a win-win situation. This can let the firms to gain profit and consumer also gain the benefit to try the something new. For example, when there is buys 2 free 1 promotion, the consumer buy the product that is promoted and they think in opposite way that