A brief overview on Consumer Buying Behaviour

1. Consumer Buying
Behaviour
Killian Heraughty
22/02/12

2. Definition of Consumer Buying
Behaviour
• ‘The decision processes and action of
consumers involved in buying and using
products’.
Dibb et al. (2006) P.160.
• ‘Anticipating consumer behaviour is not
an option for marketing managers: it is
their job description’.
Foxall (2011?)

3. Types Of Consumer
Buying Behaviour
• Routine Response Behaviour
• Limited Decision Making
• Extensive Decision Making
• Impulse Buying
Dibb et al; (2006) P.162

4. Routine Response Behaviour
• Frequently
Purchased
• Low Cost
• Low Risk
• Items purchased
almost automatically
• Examples such as
bread and milk.
Google Images

5. Limited Decision Making
• Product bought
occasionally
• Information
gathering is needed
• Unfamiliar brand in a
familiar product
category
• Sales boosted by
word of mouth
Google Images

6. Extensive Decision Making
• Most Complex
• Expensive
• High Risk
• Infrequently Bought
• Brands Compared
• Takes time seeking
Information
• Examples such as
Cars and Homes
Google Images

7. Impulse Buying
• No planning
• Powerful urge to
purchase immediately
• Self-control failure
• May provoke emotional
conflict
• Example: Confectionery
next to supermarket
checkouts
Google Images

8. Impulse Buying Facts
• 88% of all impulse purchases are made
because an item is on sale.
• Impulse buying goes down by 13%
during a planned shopping trip.
• 14% of impulse buys are food items
• 60% of females have made an impulse
purchase in the past year.
• Impulse shoppers normally buy
because they feel
angry, stressed, guilty or bored.
sgclub.com

9. References
• Dibb, S, Simkin, Pride Ferrell; (2006);
Marketing Concepts and Strategies, City:
Publisher
• Google Images [accessed on 20/02/12]
• Foxall, G. (2011?) Cardiff Business
School, University of Wales
• Sgclub.com
• Warner Brothers / Google Images