Types of Buying Behaviour
by Buying behaviour refers to the decision-making process and actions of consumers in searching, evaluating, purchasing, using and disposing of goods and services. As per Consumer Protection Act, 2019 Sec 2(7), a consumer is one who buys goods for consideration, and his buying pattern is studied under this concept. It involves what to buy, why to buy, when to buy, where to buy and how much to buy. It is influenced by cultural, social, personal and psychological factors. Understanding buying behaviour helps marketers to design effective marketing mix and avoid cognitive dissonance after purchase.
Types of Buying Behaviour:
1. Complex Buying Behaviour
Complex buying behaviour occurs when consumers are highly involved in a purchase and perceive significant differences among available brands. It is generally associated with expensive, risky, technically complex, or infrequently purchased products such as cars, houses, computers, or major appliances. Consumers usually spend considerable time collecting information, comparing alternatives, evaluating features, and seeking advice before making a decision. Their purchase involves a detailed decision-making process because an incorrect choice may involve substantial financial or functional consequences. Marketers should provide detailed product information, demonstrations, comparisons, expert guidance, and trustworthy communication. Understanding complex buying behaviour helps businesses support consumers during extensive information search and evaluation.
2. Dissonance-Reducing Buying Behaviour
Dissonance-reducing buying behaviour occurs when consumers show high involvement in the purchase but perceive relatively few significant differences among competing brands. It commonly occurs with products that are expensive, important, or purchased infrequently, such as furniture, flooring, or certain household equipment. Consumers may carefully compare alternatives but may ultimately find that several brands provide similar benefits. After purchasing, consumers can sometimes experience post-purchase doubt or cognitive dissonance, particularly when they notice disadvantages in the selected product or advantages in alternatives. Marketers can reduce such concerns through reassurance, warranties, after-sales service, positive information, and effective communication after purchase.
3. Habitual Buying Behaviour
Habitual buying behaviour occurs when consumers have low involvement in the purchase and perceive little significant difference among available brands. It is commonly associated with frequently purchased, low-cost products such as salt, basic groceries, household cleaning products, or everyday consumables. Consumers usually spend little time searching for information or comparing alternatives because the purchase does not involve substantial financial or psychological risk. They may repeatedly purchase a familiar brand because of convenience, availability, or habit rather than strong brand loyalty. Marketers can encourage habitual purchases through consistent availability, reminder advertising, attractive packaging, and convenient purchasing options.
4. Variety-Seeking Buying Behaviour
Variety-seeking buying behaviour occurs when consumers have low involvement in the purchase but perceive significant differences among brands. Consumers may frequently change brands not because they are dissatisfied but because they desire novelty, experimentation, or a different experience. This behaviour is common for products such as snacks, beverages, personal-care items, and other frequently purchased consumer goods. Consumers may choose one brand on one occasion and another brand later simply to experience variety. Marketers can encourage trial through new flavours, packaging, promotional offers, product innovations, and attractive displays. Understanding variety-seeking behaviour helps businesses respond to consumers’ desire for change.