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Types of Consumer Buying Decision

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Types of Consumer Buying Decision

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

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