Types of Consumer behaviour
According
to Sashi (2012) , there are different
kinds of consumer purchasing attitude that can affect the buying decision
making of a customer centred on the level of consumer-product participation,
attention in a product, circumstances and dissimilarity between the products
accessible. Some of the key types of consumer buying behaviour are as follows:
Complex
Buying Behaviour
Carrington, et al (2010) stated that it
generally takes place when the consumers are extremely intricate in the product
buying decision. Moreover, the great product association take place when
product to be bought is costly, occasionally bought, and extremely expressive.
From the time when, these kinds of products are not bought regularly the
customer doesn‘t know much regarding the commodities and perceives considerable
dissimilarities between the brands accessible for example purchasing a luxury
car and so on. In addition, customers make this sort of purchasing decisions
very prudently after getting a lot of information regarding the product
features, value, and enactment (Carrington, et al., 2010) .
According
to Pentecost & Andrews (2010) ,
customers have a tendency to experience intellectual conflict at the time of making
such difficult product decisions due to bigger threat awareness in this kind of
purchasing attitude. Moreover, there are certain threats that are also
intricate at the time of taking such choices for instance high might effect in
financial loss, extremely sensitive product nature might lead to psychosocial
damage and lack of product information will effect in enlarged insecurity.
However, from an advertising viewpoint, dealers require ensuring that they use
the effective distinction appro0aches to stand out the product from other
brands obtainable and attempt to edify the clients regarding the significance,
application, and characteristics of the product presented (Pentecost
& Andrews, 2010) .
Dissonance-Reducing
Buying Behaviour
George & Yaoyuneyong (2010) stated that it takes
place when the customers are extremely intricate with the product buying and
observes slight change between the choices available. Moreover, after
purchasing the product, the customers have a tendency to collect the
encouraging data regarding the bought product that guarantees and certifies
their product buying decision. However, by doing this the customer attempts to
minimise the disagreement or losses tangled in the purchase. This type of
purchase attitude comprises formation of trust, belief, and assertiveness in
the direction of a brand. On the other hand, the customer might also end up
with time loss, or more possible, psychosomatic, and societal loss. It occurs
due to the dissimilarity between real buying enactment and anticipated buying
performance of the commodity (George & Yaoyuneyong, 2010) .
Habitual
Buying Behaviour
According
to Wang & Xiao (2009) this behaviour takes
place when the customer purchases the similar product on steady basis over a
specific period. However, under usual buying attitude customer-product,
participation is little and there is a slight dissimilarity between the brands
obtainable, for example purchasing household products and so on. Moreover, the
consumers products these commodities out of their routine or due to their trust
or brand trustworthiness (Wang & Xiao, 2009) . According to Doss (2011) most of the
customers don‘t go throughout the procedure of trust, arrogance and buying
choice nor look for deep information and equate with the accessible products (Doss, 2011) . Furthermore, it is
fascinating to realise marketers continuously trying to move these kinds of
commodity particularly from a little participation to an advanced involvement
standing by discriminating them on numerous bases such as health & safety.
For example, marketers are intricate in emerging low calorie sugar cholesterol
free oil and selling them at upper prices (Choi & Rifon, 2012)
This
kind of customer attitude initiates if the consumer is not pleased with its
earlier product buying or out of the tedium. Moreover, it particularly takes
place with the customers who like to shop around and try-out with diverse kind
of products. However, in this purchasing attitude consumer–product, association
is small but the dissimilarities among the brands are important. These kinds of
customers change their product repeatedly, not due to discontent, but out of
tedium. On the other hand, variety-seeking attitude is recognised as an
important determinant element for brand substituting in customer product
category. According to Meixner & Knoll
(2012) customers having
diversity seeking the purchasing attitude the brands, which have greater
degrees of apparent threat linked with them and are usually not apparent as
brand trustworthy (Meixner & Knoll, 2012) .
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