Types of buying decision behaviour
Henry Assael distinguished four types of consumer buying behaviour based on the degree of buyer involvement and the degree of differences among brands.
Routinized response behaviour (RRB)/ Habitual Buying Behaviour
This occurs when the consumer already has some experience of buying and using the product.
The marketer must continue to provide satisfaction to the existing customers by maintaining quality, service and value.
They must try to attract new customers by making use of sales promotion techniques like points of purchase displays, off- price offers etc., and also introduce new features to the products.
Limited Problem Solving (LPS)/Dissonance Reducing Buying Behaviour
Limited problem solving also takes place when a consumer encounters an unfamiliar or new brand in a known product category.
Example- The housewife, who buys refined vegetable oil, on her next visit to the market, sees a new brand of vegetable oil. Apart from buying a new brand, this brand of oil also claims the uniques attribute of bing low in cholesterol.
Extensive Problem Solving (EPs)/ Complex Buying Behaviour
This buying referred toas a complex buying behaviour because is in an unfamiliar product class and is not clear about what criteria to buying.
Extensive problem solving occurs when the consumer is encountering a new product category.
He needs information on both the product category as wellas the various brands available in it.
Example- Colour TV at the place of Black & White
Variety Seeking
The motive is variety seeking, which occurs most often when there are many similar alternatives, frequent brand shifts and high purchase frequency.
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