Page 70 - DMGT550_RETAIL_MANAGEMENT

Unit 4: Retail Buying Behaviour

product is of high price, risky, high for servicing, and so on. For example buying a laptop/ Notes
Car. Here the product is expensive and there is a significant difference among the brands.
2. Dissonance reducing behavior: This involves high involvement of the buyer but a less
significance difference among the brands. For example buying an Air Conditioner. Here
the product is highly priced but almost all every brand gives the same features. Sometimes
this may involve the post purchase dissonance behavior. Here the consumer looks at the
disadvantages of the product after purchase.

3. Habitual Buying Behavior: Here there will not be any kind of involvement from the
consumer. Here the purchase happens depending upon the Brand familiarity. Here the
consumer involvement is low and less differences among brands. This happens based on
the habits of buying. For example buying of a liquid soap. Most of the people prefer Dettol
because of the brand. But there are other products like Lifebuoy with less significant
difference.
4. Variety Seeking Buying Behavior: Here the consumer involvement is low but there will
be significant difference among brands. For example biscuits, when we buy a biscuit we
do not know the taste hence after consumption only we can tell that whether to go for the
brand or not for the next time. Here the companies try to change the nature to Habitual
Buying behavior by different strategies. Sometimes this depends upon the retailers too.

Hence these are the four types of buying behavior where the consumer behaves and company
tries to modify it depending upon the need.
Consumers make purchase decisions when they buy small items, such as a cup of coffee, and
when they buy larger items, such as a house. After recognizing a need or a want, consumers
begin searching for products or services that fit their needs. They evaluate their options, taking
note of everything from pricing to a brand’s reputation, before making a purchase. Four types
of consumer buying behavior outline product purchase decisions.

Task Discuss about Routine Purchases.

Impulse Purchases
When a consumer stands at the checkout and notices lip moisturizer, magazines and gum, and
adds one of the items to his cart of groceries, it’s often referred to as an impulse purchase. The
consumer makes a purchase with little to no thought or planning involved. In most instances
this happens with low-priced items.
Routine Purchases

There are items consumers are used to purchasing every day, once a week or monthly. These can
range from a morning cup of coffee from a nearby convenience store, to milk, eggs and cheese
from the supermarket. Customers spend very little time deciding whether or not to purchase
these items and don’t typically need to read reviews or consult with friends for their opinions
before they make routine purchases.
Limited Decision Making
When customers engage in purchases that require limited decision making, they may seek
advice or a suggestion from a friend. For example, if a young professional is preparing for an
interview and wants to get her hair colored the week before, she might solicit advice from
friends to find out which salon does good hair coloring work. As she shops for a suit for the
interview, she might also ask for suggestions on which store to go to and which brand of suit is

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