3. 3
The Buyer Decision Process
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-purchase Behaviour
4. 4
Types of Buying Decisions
Complex
Buying
Behaviour
Dissonance-
Reducing Buying
Behaviour
Variety-
Seeking
Behaviour
Habitual
Buying
Behaviour
High
Involvement
Significant
differences
between
brands
Few
differences
between
brands
Low
Involvement
5. 5
TYPES OF BUYING DECISION
BEHAVIOUR
Involvement Levels
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
someone special)
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
choice.
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
6. 6
THE CONSUMER BUYING
DECISION PROCESS
The actual act of purchasing is only one stage in the
process.
The process begins several stages before the actual
purchase.
Not all decision processes will lead to a purchase.
All consumer decisions do not always include all five
stages.
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'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.