1. Types of Buying Decision Behaviors
and
Buyer Decision Process
Group Name: IDEA Student ID: 20134 801 003
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2. Types of Buying-Decision Behavior
Wants are unlimited and the resources to satisfy these wants
are limited. So the consumers think rationally before buying any
product.
Buying behavior differs greatly form buying a toothpaste,
a tennis racket, a digital camera, and a new car. The more
expensive the good is the more information is required by the
consumer. This means the buying decision behavior of a customer
can range form a habitual buying to a complex buying.

4. There are 04 (four) types of consumer buying behavior
on the basis of buyer involvement while purchasing
any product-
High Involvement Low Involvement
Significant differences
between brands
Few differences
between brands
Complex buying
behavior
Variety seeking
behavior
Dissonance
reducing buying
behavior
Habitual buying
behavior

5. High Involvement: It means Consumers is highly involved when buying a product
Low Involvement: It means Consumers is not highly involved when buying a product
Significant differences between brands: It means there are significant
differences between brands.
Few differences between brands: It means there are very little
differences between brands.

6. Complex Buying Behavior
 Consumers ate highly involved when
buying a product and there is a significant
differences between brands.
 Consumers must collect proper information
about the product features and marketer
must provide detailed information
regarding the product attributes.
 This type of product is expensive, risky,
purchased infrequently, and highly self
expensive. Typically, the consumer has
much to learn about the product category.
 For example, while consumer buying a
motor cycle is highly involved in the
purchase and has knowledge about
significant differences between brand.

7. Variety Seeking Buying Behavior
 In variety seeking buying behavior situation
consumer involvement is vey low but there
are significance differences among brands.
 In this situation consumers perceive brand
switching not due to dissatisfaction from the
earlier product but due to seek variety.
 A good example is purchase of chips. In such
case consumer purchase chips and consumes.
Next time they purchase another brand just
to change the taste.

8. Dissonance Reducing Buying Behavior
• In dissonance reducing buying behavior consumer
involvement is very high due to high price and
infrequent purchase with less significance differences
among brands. In this case buyer purchases the
product which is easily available.
• After the product purchase, consumer may face
dissonance post purchase behavior.
• Example: Consumer while buying a floor tiles buy
them quickly as there are few differences between
brands.

9. Habitual Buying Behavior
 In habitual buying behavior consumer
involvement is low as well as there is no
significance among brands names.
 They just go for it and purchase it quickly, there
is no brand loyalty. Consumers do not need
information regarding brand purchase,
characteristics.
 For such brands tv commercials, news papers
and magazines build positive attitude of
consumers towards.
 The good example is a toothpaste.

10. Buyer Decision process
The buyer decision process represents a number of stages
that the purchaser will go through before actually making
the final purchase decision.
Stage -1
Stage -2
Stage -3
Stage -4
Stage -5

11. There are 5 stages of Buyer Decision process
1. Recognition of problem or need:-
Problem Recognition is the first stage of the buyer decision
process. The buyers need to satisfy or a problem that needs
solving and this is beginning of the buyer decision process.
This could be a simple as ‘’I’m hungry, I need food’’.

12. 2.Search for information:-
buyers here begin to look around to find out what's out
there in terms of choice and they start to work out what
might be the best product or service for solving problem or
satisfying any need. They search for information about the
goods they want. if it’s a new refrigerator with all the
newest technology thrown in, they start looking at
refrigerators – it’s fairly straight forward.
Consumer get Information from different sources.
Personal Sources: Family, Friends, Neighbors, Acquaintance
etc.
Commercial Source: Advertising, Sales people, dealers,
packaging, display etc.
Public Sources: Mass Media, Consumer rating organization
etc.
Experimental Sources: Handling, Examining, Using etc.

13. 3. Evaluation of alternatives:-
Evaluation of alternatives is the third stage of buying
process. Buyer collect information from different
sources and used in evaluation different alternatives
and their attractiveness. where by the buyer decides
upon a set of criteria by which to asses each
alternatives. Generally the consumers evaluate the
alternatives on basis of attributes of the product, the
degree of importance, belief in the mind, satisfaction
etc. to choose correctly.
4. Purchase Decision-
After the alternatives have been evaluated,
consumers take the decision to purchase products
and services. Buyer make the final choice of what
to buy and from whom to buy it. They deside to
buy the best brand.

14. 5. Post purchase evaluation
In the final stage of the buyer decision process,
post-purchase behavior, the consumer takes
action based on satisfaction or dissatisfaction. In
this stage, the consumer determines if they are
satisfied or dissatisfied with the purchasing
outcome. The smaller the gap between customer
expectations and perceived performance, the
greater the customer’s satisfaction.
Cognitive dissonance is buyer discomfort caused by
post purchase conflict. For example people smoke
(behavior) and they know that smoking causes
cancer(cognition), they are in a state of cognitive
dissonance.

15. Problem recognition
• The consumer identifies that he has an unsatisfiedneed
to be satisfied.
• As an example, a new phone release,current mobile
phone is not operating well, not satisfied with current
mobile phone, or just wants a new mobile.

16. Information search
• This is where the consumer starts searching
information about the products that can satisfy his
satisfied need.
• Internal Search:--- Memory
• External Search: --- Friends and Relatives. A
successful information search leaves a buyer with
possible alternatives, the evoked set.
• example who wanted to buy a smartphone would
gather information about smartphone brands
such as Nokia,Samsung, Xiaomi, Apple etc..

17. Evaluation of alternatives
• Choose buying alternative, includes product, package,
store, method of purchase etc.
• example after the evaluation of many brands of
smartphone that person decides to purchase a
Samsung mobile due to the high performance rate.

18. Purchase decision
• This is where the customer evaluate products based
on chosen criteria such as performance, durability,
price, after sale services and quality on competitive
basis.
• example who gathered information about
smartphone brands such as Nokia, Samsung,
Xiaomi, Apple
will now evaluate the product in terms of price,
durability, speed, and performance.

19. Post purchase evaluation
• Positive post purchasebehavior
• This is where the consumer holds a positive feedback
about the product and happy with the productquality.
• example if the person is happy with the performance
of the Samsung he will recommend his fellow friends to
purchase a Samsung and will be brand loyal by
purchasing more of Samsung products.
• Negative post purchasebehavior
• This is where the customer is dissatisfied with the
product and holds a negative feedback about the
product.
• If the person who purchased the Samsung is not happy
with the phone he will persuade his friends not to buy
a Samsung as his experience about Samsung is
negative.