Consumer Buying Behaviour

Published by MBA Skool Team, Last Updated: May 02, 2020

What is Consumer Buying Behaviour?

Consumer buying behaviour is an action which is the result of the attitudes, preferences, intentions and decisions made by the consumers in a marketplace before buying a product or a service. The study of consumer buying behaviour is an interdisciplinary subject area drawing widely from sociology, psychology, anthropology etc.

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 about 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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