Buying decision behavior varies from place to place and person to person, either purchase of a detergent soup or hardy bikes. Buying decision behavior become more complex in the result of more buying participants and deliberation. There are different factors which affects buying decision behavior. Buying Decision Behavior can be classified in to four different categories.
- Complex Buying Behavior
- Dissonance Reducing Buying Behavior
- Habitual Buying Behavior
- Variety Seeking Buying Behavior
1. Complex Buying Behavior
In complex buying behavior consumer shows high level of involvement while purchase and observe considerable differences among brands. Complex consumer buying behavior is noticeable when the product price is high, risky, low quality after sale service and so on. Its good example is buying a mobile or laptop. Both the products are expensive and variety of brands. Consumers feel uncomfortable to decide for a specific brand.
2. Dissonance Reducing Buying Behavior
In dissonance reducing buying behavior consumer involvement is very high due to high price and infrequent purchase with less significance differences among brands. In this case buyer purchases the product which is easily available. After the product purchase, consumers may face dissonance post purchase behavior.
3. Habitual Buying Behavior
In Habitual buying behavior consumer involvement is low as well as low is no significance among brands names. The good example is a lighter or match box. They just go for it and purchase it, there is no brand loyalty. Consumers do not need information regarding brand purchase, characteristics. For such brands tv commercials, news papers and magazines build positive attitude of consumers towards.
4. Variety Seeking Buying Behavior
In variety seeking buying behavior situation consumer involvement is very low but there are significance differences among brands. In this situation consumers perceive brand switching. A good example is purchase is chips. In such case consumer purchase chips and make results are consumption. Next time they purchase another brand just to change the taste.
