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Buying Behavior Presentation

Buying behavior is influenced by personal, psychological, social, economic, and public health factors, with emotional and cognitive considerations playing significant roles. There are four main types of buying behavior: complex, habitual, variety-seeking, and dissonance reducing. Understanding these behaviors and measuring them through customer surveys can help businesses tailor their marketing strategies effectively.

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Christian Monsanto
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9 views16 pages

Buying Behavior Presentation

Buying behavior is influenced by personal, psychological, social, economic, and public health factors, with emotional and cognitive considerations playing significant roles. There are four main types of buying behavior: complex, habitual, variety-seeking, and dissonance reducing. Understanding these behaviors and measuring them through customer surveys can help businesses tailor their marketing strategies effectively.

Uploaded by

Christian Monsanto
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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What influences buying

behavior?
People ultimately choose to buy
products based on their immediate
needs and personal preferences, as
well as their exposure to marketing
messages and social influences.
Effective marketing messages and
Personal factors
• Emotional or affective factors include
irrational considerations like personal beliefs.
How a product might make a person feel will
heavily influence buying behaviors. What does
the product or service represent? The core
values, mission statement, and affiliate
companies are factors that influence buying
behavior.
Psychological factors
• Mental or cognitive factors include rational
considerations like product value. Price,
quality, and convenience all influence buying
behavior, as do irrational considerations like
feelings and desires.
Social factors
• Behavioral or cognitive factors include buying
patterns like brand loyalty. Every buyer has a
“black box” of mental, emotional, and
behavioral factors that affect their buying
behavior. The contents of this box depends on
the lifestyle, consumption habits, personal
values, relationships, brand loyalties,
personality, and demographics of the buyer.
Economical and public health
factors
• Consumer buying habits will be directly
correlated with how well the economy is
doing. A thriving economy results in an
increased demand for goods and services. This
demand prompts businesses to supply the
customers’ needs. However, public health
factor can negatively after buying power. For
example, the coronavirus pandemic not only
increased demand for certain products and
services (toilet paper, telehealth services,etc.),
Henry Assael buying behavior
example
Types of buying behavior
• There are 4 types of buying behavior: complex
behavior, dissonance reducing behavior,
habitual behavior, and variety seeking
behavior.
Complex buying behavior
• People usually engage in complex buying
behavior when they make a big purchase, like
a new car or house. People are highly involved
in these purchase decisions and will research
all their options thoroughly before settling on
one. This type of buying behavior comes out
when a purchase will impact a person’s life
significantly, or the purchase comes with
significant risks.
Habitual buying behavior
• Someone who buys the same product over
and over is exhibiting habitual buying behavior
and high product loyalty. For example, a
consumer might habitually purchase the same
brand of sunscreen or milk every time they go
shopping.
Variety-seeking buying behavior
• The opposite of habitual buying behavior is
variety-seeking buying behavior. People seek
variety because they’re still searching for a
favorite product or because they’re looking for
novelty in their purchases.
Dissonance reducing buying
behavior
• When people are afraid of making the wrong
purchase decision, they express dissonance
reducing buying behavior. This type of buying
behavior is often linked to a fear of
experiencing buyer’s remorse, which is usually
based on a past experience with it.
Types of buyers
• Most buyers express fluid buying behavior
that changes from purchase to purchase.
People typically make some habitual
purchases—like drinking the same coffee
every morning—but thoroughly research
other more significant purchases.
Buyer behavior patterns
• Understanding online or in-store buying
behavior between online can have a
significant impact on whether you products do
well in one location over another.
Method of purchase
• When it comes to digital payments, 49% of
millennials choose this method while 42% of
Generation X come in second, and 36% of
Baby Boomers come in third at 51%. Younger
buyers typically choose the latest purchasing
apps while mature buyers select a method
that’s been around for a while.
How to measure buying behavior
• Customer behavior surveys are the marketing
tool you need to measure, understand, and
influence buying behavior. The information
you collect in these surveys will provide
insight into your customers’ buying habits.
Consumer buying behavior survey
questions
• Who makes most of the purchasing decisions
in your household?
• Do you prefer to shop online or in-store?
• When was your most recent purchase made?

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