Which purchase decision will probably require the most extensive information search?

Chapter 5. Understanding Consumer BehaviorThe actions a person takes in purchasing and using products and services, including the mental andsocial processes that come before and after these actions, is known asconsumer behavior.Thefive stagesof purchase decision process are:(1) problem recognition [perceiving a need](2) information search [seeking value](3)alternative evaluation [assessing value](4) purchase decision [buying value](5)post purchase behavior [realizing value]Perceiving a difference in one’s ideal and actual situations is the initial stage of the purchase decisionprocess, one that is known asproblem recognition.Locating information from one’s own memory and knowledge is known asinternal informationsearch.Having completed an information search, a consumer’s next step in decision making isevaluation ofalternatives.Evaluativecriteria are product attributes that are used to compare different offerings when making apurchase decision.Casey is looking to buy a new replacement set of golf clubs. After he settles on a particular set ofCallaway clubs, what are the next two choices Casey must make?oHe must decidewhenhe will make the purchaseoHe needs to determine fromwhomhe should buyThe final step, and a very important element in retaining g and building a loyal customer base, in thepurchase decision process is thepost purchase behavior stage.The highest level of consumer involvement in the decision process lead toextended problem solvingwhile the lowest level lead toroutine problem solving.The purchase task, physical and social surroundings, temporal effects, and antecedents’ states are allsituational influences that can impact the purchase decision process.According to the consumer behavior model, sociocultural, psychological, and situational influencesaffectthe purchase decision process.Information search is thesecond stage in the purchase decision process.

Chapter 5. Understanding Consumer BehaviorKathy has a broken washing machine and she searches online for many hours comparing severalbrands and features. Then, she goes to three appliance dealers to review those models and consultswith the sales staff about delivery, installation, and price. In the store from which she finally makesher purchase, they five her a demonstration of the machine. Kathy’s purchase is an example of theextended problem-solving variation.Consumer touchpoints for North Face, an apparel company, would include which of the following?oShopping exposure to North Face at Kohl’s department storeoSeeing a North Face advertisement in Outdoor magazineoDiscussing North Face with a friend who owns a jacketBecky debated between having salad or fish for dinner. She chose the salad without dressing,assuming it to be lighter and noticing that it was also cheaper. Becky usedevaluative criteria in herdecision.A consideration set isthe group of brands that consumer believes would be acceptable for purchase.Jamila is the market to buy a new automobile, but she will only consider purchasing models made byAmerican companies. The American car maker are part of Jamila’sconsideration set.Post purchase behavior is critical to marketing managers primarily becauseis the opportunity formarketers to measure and track satisfaction.

Types of Consumer Behavior

4 Types of Consumer Behavior

A consumer’s buying decision depends on the type of products that they need to buy. The behavior of a consumer while buying a coffee is a lot different from while buying a car.

Based on observations, it is clear that purchases that are more complex and expensive involve higher deliberation and many more participants.

Consumer buying behavior is determined by the level of involvement that a consumer shows towards a purchase decision.  The amount of risk involved in a purchase also determines the buying behavior. Higher priced goods tend to high a higher risk, thereby seeking higher involvement in buying decisions.

There are four types of consumer buying behavior: 

1. Complex buying behavior
2. Dissonance-reducing buying behavior
3. Habitual buying behavior
4. Variety seeking behavior

1. Complex buying behavior

Complex buying behavior is encountered particularly when consumers are buying an expensive product. In this infrequent transaction, consumers are highly involved in the purchase decision. Consumers will research thoroughly before committing to invest.

Consumer behaves very differently when buying an expensive product or a product that is unfamiliar to them. When the risk of buying a product is very high, a consumer consults friends, family, and experts before making the decision.

For example, when a consumer is buying a car for the first time, it’s a big decision as it involves high economic risk. There is a lot of thought on how it looks, how his friends and family will react, how will his social status change after buying the car, and so on.

In complex buying behavior, the buyer will pass through a learning process. He will first develop beliefs about the product, then attitudes, and then make a thoughtful purchase choice. 

For complex buying behavior customers, marketers should have a deep understanding of the products. It is expected that they help the consumer to understand their product. It is important to create an advertising message in a way that influences the buyer’s beliefs and attitudes.

2. Dissonance-reducing buying behavior

In dissonance-reducing buying behavior, consumer involvement is very high. This might be due to high prices and infrequent purchases. In addition, there is low availability of choices with fewer significant differences among brands. In this type, a consumer buys a product that is easily available. 

Consumers will be forced to buy goods that do not have too many choices and therefore consumers will be left with limited decision making. Based on the products available, time limitations, or budget limitations, consumers buy certain products without a lot of research.

For example, a consumer who is looking for a new collapsible table that can be taken for camping quickly decides on the product based on a few brands available. The main criteria here will be the use and the feature of the collapsible table and the budget available to him.

Marketers should run after-sale service camps that deliver focused messaging.  These campaigns should aim to support consumers and convince them to continue with the choice of their brand. These marketing campaigns should focus on building repeat purchases and referrals by offering discounts and incentives. 

3. Habitual buying behavior

Habitual Buying Behavior is depicted when a consumer has low involvement in a purchase decision. In this case, the consumer is perceiving only a few significant differences between brands. 

When consumers are buying products that they use for their daily routine, they do not put a lot of thought. They either buy their favorite brand or the one that they use regularly – or the one available in the store or the one that costs the least.

For example, when a consumer buys a loaf of bread, he tends to buy the brand that he is familiar with without actually putting in a lot of research and time. Many products fit into this category. Everyday use products, such as salt, sugar, biscuits, toilet paper, and black pepper all fit into this product category. 

Consumers just go for it and buy it – there is no brand loyalty. Consumers do not research or need information regarding the purchase of such products.  

Habitual buying behavior is influenced by radio, television, and print media. Moreover, consumers are buying based on brand familiarity. Hence marketers must use repetitive advertisements to build brand familiarity. Further to initiate product trial, marketers should use tactics like price drop promotions and sales promotions. 

Marketers should attract consumers using visual symbols and imagery in their advertising. Consumers can easily remember visual advertisements and can associate with a brand.

4. Variety seeking buying behavior

In variety-seeking consumer behavior, consumer involvement is low. There are significant differences between brands. Here consumers often do a lot of brand switching. The cost of switching products is low, and hence consumers might want to try out new products just out of curiosity or boredom. Consumers here, generally buy different products not because of dissatisfaction but mainly with an urge to seek variety.

For example, a consumer likes to buy a cookie and choose a brand without putting much thought into it. Next time, the same consumer might choose a different brand out of a wish for a different taste. Brand switching occurs often and without intention.

Brands have to adopt different strategies for such types of consumer behavior. The market leader will persuade habitual buying behavior by influencing the shelf space. The shelf will display a large number of related but different product versions.

Marketers avoid out-of-stock conditions, sponsor frequent advertising, offer lower prices, discounts, deals, coupons, and free samples to attract consumers.

Conclusion

Consumer buying decisions are depended on consumer behavior. There are great differences in consumer behavior while buying a car versus buying chips. Marketers have to exercise careful judgment in marketing products to different kinds of consumer behavior.

What is information search in consumer decision making process?

What is the purchase decision stage?

What are the most important criteria by which purchases are made?

What are the two types of information search choose every correct answer?