Consumer Buying Behaviour

Published by MBA Skool Team, Last Updated: December 18, 2020

What is Consumer Buying Behaviour?

Consumer buying behaviour are actions, steps or processes followed by the consumers in a marketplace before (and after) buying a product or a service. These actions are the result of the attitudes, preferences, intentions and decisions. These actions or steps can be both online and offline given the modern business paradigm. The study of consumer buying behaviour is an interdisciplinary subject area drawing widely from sociology, psychology, anthropology etc. Consumer Buying Behaviour just not only covers the purchase part but also covers the usability and even the disposal of the products or services. This is part of the Post Purchase Evaluation but is a critical part of the buying behaviour.

Consumer Buying Behaviour Process

The buying behaviour can be broken down into a series of tasks.

1. Problem recognition: During this stage, the consumer becomes aware of an unfulfilled need or want. For example, his old laptop may be broken and a need arises for a new laptop.

2. Information search: in this stage, the consumer gathers information relevant to solving his problem. Example, collection of information abo ut various laptop models.

3. Evaluation: The various alternatives are evaluated against the consumer’s wants needs, preferences, financial resources etc.

4. Purchase: In this stage, the consumer will commit to a particular choice and make the final decision. The choice maybe influenced by price and availability.

5. Post purchase evaluation: In this stage, the consumer evaluates whether the purchase actually satisfied her need or not.

Consumer Buying Behaviour Process

Types of Consumer Buying Behaviour

1. Complex: High degree of consumer involvement with significant brand differences. Example - Cars.

2. Dissonance Reducing: High degree of involvement with little brand differences. Example - Carpeting

3. Habitual: Low involvement with little brand difference. Example - Salt

4. Variety seeking: Low involvement with significant perceived brand difference. Example -Chocolates

Consumer Buying Behaviour Example

Buying a chocolate can be an example of consumer buying behaviour. A customer might think of various chocolates with various cocoa content. He/She might be looking for a high cocoa content chocolate for oneself but some other members in the family may want a more balanced chocolate. Depending on various factors, the customer might buy multiple chocolates or may be 1 depending on the need and financial budget.

This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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