Q1 TUSHITA ANSWER

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Kendriya Vidyalaya, Pragati Vihar *

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Marketing

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Nov 24, 2024

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Uploaded by SargentElementArmadillo25

Q1) INTRODUCTION Understanding consumer buying behaviour is crucial for marketers to develop effective strategies and influence purchasing decisions. Consumers exhibit various degrees of involvement and perceived differences between brands, leading to distinct buying behaviours. In this question, I will explain on complex buying behaviour and dissonance reducing buying behaviour and provide examples for each. CONCEPT AND APPLICATION Buying decision behaviour is the process of how consumers decide what to buy and why. It is influenced by various factors such as personal, psychological, social, and situational factors. There are four types of buying decision behaviour: complex, dissonance reducing, habitual, and variety seeking. In this question, I will explain on complex buying behaviour and dissonance reducing buying behaviour and provide examples for each. 1) Complex buying behaviour: Complex buying behaviour is a type of consumer behaviour where the consumer makes a large number of choices and evaluations before purchasing an item. It can be considered as a process that includes several cognitive, affective, and behavioural stages that the buyer goes through before making a purchase decision1. The stages include awareness, search and evaluation, decision making, and purchase. In this technique, you involve the consumer in every stage of the buying process from discovery to finalization. The goal is to help consumers make their purchasing decisions more aware through exploring various options that could work for them even though they don’t do it consciously. Some examples of complex buying behaviours are: • Buying a house – You have to decide whether you want to buy a house or not, and if so, which type of house you want to buy. There are many options available such as finding the right location for your home, finding the right amount of land that will suit your needs, deciding on what type of flooring material you want in your home, figuring out how much it will cost for renovations (which might vary depending on the type of renovation), and more.

• Buying an expensive car – Choosing between cars like Audi S4 or BMW M5 is not easy at all because they are both very expensive cars with high-performance capabilities. The deciding factor would be if one has more features than the other or better performance capabilities. 2) Dissonance reducing buying behaviour: Dissonance reducing buying behaviour occurs when consumers face a high level of involvement in the purchase decision but encounter little difference among brands1. 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. After the purchase, the consumer may feel post-purchase dissonance. Post-purchase dissonance is the feeling of dissatisfaction with a product or service after the purchase. It is often caused by the customer not understanding what they are getting for their money, or if it’s worth it in general. The company that offers the product or service may also be at fault because they may have not provided enough information to help consumers make an informed decision. Some examples of dissonance reducing buying behaviours are: 1. Buying a refrigerator – You may need a new refrigerator because your old one is broken or outdated. You may not have much time or interest to research different brands and models of refrigerators. You may just go to the nearest store and buy the one that fits your budget and space. You may not be sure if you made the right choice or if you could have found a better deal elsewhere. 2. Buying a mattress – You may want to buy a new mattress because your old one is uncomfortable or worn out. You may not know much about the different types of mattresses and their features. You may rely on the salesperson’s recommendation or the brand name. You may not be able to test the mattress properly before buying it. You may wonder if you could have slept better on a different mattress. CONCLUSION Complex buying behaviour and dissonance-reducing buying behaviour represent distinct approaches consumers adopt during the purchase process. Understanding these different types enables marketers to tailor their communication strategies and address the specific

needs and concerns of their target audience. For complex buying behaviours, emphasizing product information, providing detailed comparisons, and offering expert advice can be valuable. In contrast, for dissonance-reducing buying behaviours, highlighting guarantees, return policies, and testimonials can help alleviate consumer anxiety and facilitate a confident purchase decision. By understanding these nuanced behaviours, marketers can effectively guide consumers through the decision-making process and ultimately influence their purchasing choices.

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Q1 TUSHITA ANSWER

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