The Buyer Decision Process
Evaluation of Alternatives
Types of Buying Decisions
TYPES OF BUYING DECISION
Complex Buying Behaviour – significant differences between
brands - buyer is highly involved when purchase is expensive,
risky and highly self expressive (like buying a present for
Dissonance-reducing buyer behaviour – similar to above but
there is very little difference s among brands. Emphasis in on
reducing dissatisfaction after purchase – or making the wrong
Habitual buying behaviour – routine purchase. Low involvement.
Brands very similar. Low cost, frequently purchased item
Varity-seeking buying behaviour – low involvement but
significant brand differences
THE CONSUMER BUYING
The actual act of purchasing is only one stage in the
The process begins several stages before the actual
Not all decision processes will lead to a purchase.
All consumer decisions do not always include all five
Usually limited d-m and routine response behaviour
may omit some stages.
ROUTINE RESPONSE BEHAVIOUR is practiced when buying frequently purchased, low cost items. These need very little search and decision effort. Automatic purchase.
LIMITED DECISION-MAKING - when you buy products occasionally or when you need to obtain more information about an unfamiliar brand in a familiar product category. The marketer must design a communication program that will increase the buyer&apos;s brand comprehension and confidence.
EXTENSIVE DECISION-MAKING - involved when purchasing unfamiliar, expensive or infrequently bought products. eg: cars.
IMPULSE BUYING - involves no conscious planning - but rather a powerful, persistent urge to buy something immediately.