Professional Documents
Culture Documents
Behaviour
Dr. Poonam Madan
Consider
People who buy Harley Davidson motorcycles
People who buy Mercedes
What is the buying behavior of these two types of
people?
Would the same marketing strategy work for both
groups?
Types of Buying-Decision
Behavior
Difference
between
brands
Significant
Differences
Few
Differences
Involvement Level
High
Low
Complex
buying
behavior
Dissonancereducing
buying
behavior
Varietyseeking
buying
behavior
Habitual
buying
behavior
Low-Involvement Purchases
Moderating Effects
Low-involvement
Variety seekin
Product is expensive
Product is risky
Such behaviour takes place when the consumer has a variety of product
choice that tend to serve the same purpose.
As a result, consumers will buy any given brand at a given time without
having to make a choice between them.
Habit Persistence
Different from Loyalty
Typically driven by risk aversion