1. Types Of
Consumer
Buying
Decisions
Prof Prashant Kumar Gupta
Lecturer
Jain College of MBA

2. Four Types:High
Involvement
Significant
Difference
b/w Brands
Complex
Buying
Decision
Few
differences
b/w brands
Dissonance
Reducing
Low
Involvement
Variety
Seeking
Habitual
Buying

3. Complex Buying Behaviour
 High
consumer involvement
 Significant perceived difference between brands
 Usually happens when product is expensive, risky,
purchased infrequently like a PC
 Learning happens
 Marketers must understand the information
gathering and evaluation behaviour

4. Dissonance Reducing Buying
Behaviour
 High
involvement
 Less perceived difference
 Expensive, risky and infrequently purchased
products like carpets
 Learning happens but the purchase decision is
quick
 Heed is paid to purchase convenience and price
 Post purchase communication is important

5. Habitual Buying Behaviour
 Low
consumer involvement
 Little significant brand difference
 Purchase is out of habit not customer loyalty
 Low cost, frequently purchased products like salt
 Brand familiarity is important
 Ad campaigns with repetition and short duration

6. Variety-Seeking Buying
Behaviour
 Low
consumer involvement
 Significant perceived difference
 Lot of brand switching happens
 Eg: Cookies, biscuits
 Switching happens to seek variety and not out of
dissatisfaction
 Different marketing strategy for market leader and
challenger

7. Merci