This document discusses consumer buying behavior and the different types of consumer buying decisions. It explains that consumer buying behavior includes how consumers make purchasing decisions and use products. It also outlines that firms need to analyze consumer buying behavior to understand customer reactions to marketing strategies and how, what, when, and where consumers shop. Additionally, the document identifies four types of consumer buying decisions: routine/habitual buying, limited decision making, extensive decision making, and impulse buying. It notes that the level of involvement, risk, and importance of the purchase influences the type of consumer buying behavior.

2. • Based on Consumer Buying Behaviour.
• Buying Behavior includes the decision processes and acts of people
involved in buying and using products.
• A firm needs to analyze buying behavior for:
- Buyers reactions to a firms sales strategy
- Analyze what, where, when and how consumers buy.
• For understanding consumer behaviour, we need to understand:
- why consumers make the purchases ?
- what factors influence consumer purchases?
- the changing factors in our society.

6. Types of Consumer Buying
Decision Behavior
It is determined by:
• Involvement in purchase decision
• Importance and intensity of interest in a product
• Why is he/she motivated to buy the product?
• High involvement purchases: Higher the risk, higher the involvement.
Types of risk are:
- Personal risk
- Social risk
- Economic risk

7. Four types of consumer buying behavior are:
•Routine Response/Habitual Buying
Behavior - Buying low involvement
frequently purchased low cost items such
as soft drinks, snack foods, milk etc.
•Limited Decision Making - Buying
product occasionally. For eg. Clothes.
The customer knows product class but
not the brand.
•Extensive Decision Making/Complex
Buying Behaviour - High involvement,
unfamiliar, expensive and/or infrequently
bought products. Eg. cars, homes,
computers, education.
•Impulse buying - No conscious
planning.

10. Cardozo identified three factors that influence the composition of the
DMU, the nature of the decision-making process and the criteria used
to evaluate product offerings:
• the buy class;
• the product type;
• the importance of the purchase to the buying organization.