Types of Consumer Buying Behavior
Types of consumer buying behavior are determined by:
Level of Involvement in purchase decision. Importance and intensity of interestin a product in a particular situation.
Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others.High involvement purchases--Honda Motorbike, high priced goods, products visibleto others, and the higher the risk the higher the involvement. Types of risk:
Economic risk The four type of consumer buying behavior are:
Routine Response/Programmed Behavior--buying low involvement frequentlypurchased low cost items; need very little search and decision effort; purchasedalmost automatically. Examples include soft drinks, snack foods, milk etc.
Limited Decision Making--buying product occasionally. When you need toobtain information about unfamiliar brand in a familiar product category,perhaps. Requires a moderate amount of time for information gathering.Examples include Clothes--know product class but not the brand.
Extensive Decision Making/Complex high involvement, unfamiliar, expensiveand/or infrequently bought products. High degree of economic/performance/psychological risk. Examples include cars, homes,computers, education. Spend alot of time seeking information and deciding.