The buying behavior varies a great deal depending on the degree of buyer involve

Question

The buying behavior varies a great deal depending on the degree of buyer involvement and the degree of differences among brands. The different types of buying decision behaviors are the following:

Complex Buying Behavior

Dissonance-Reducing Buying Behavior

Habitual Buying Behavior

Variety-Seeking Buying Behavior

Each of these buyer behavior types is characterized by different influences that affect buyers as explained in Chapter 5 of your course textbook. The buying process starts long before the actual purchase and continues long after. The marketers are expected to focus on the entire buying process which is comprised of the following different stages:

Need Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Postpurchase Behavior

The buyer decision process explains how consumers make buying decisions.

Directions

Choose one of the following, and imagine you would be planning to buy it:

A tube of toothpaste

A smartphone

A financial service

A new car

Choose one of the buyer decision behavior types listed above, and act in your discussion postings accordingly.

Remember, this is a role-playing exercise, so it might be useful for you to choose a type which is the least typical of you.

Role-play is an activity when you either put yourself into somebody else's shoes or when you stay in your own shoes but put yourself into an imaginary situation. The joy of role-playing is that you can pretend to be anyone you like for a short time. You can also take on the opinions of someone else. Functional language for a multitude of scenarios can be activated and practiced through role-playing. Try to keep the role(s) you play as real to life as possible.

Discuss

1. In your initial posting, describe how your chosen buyer decision behavior characteristics show through all the five stages of buying process with your chosen purchase.

For example, if your chosen purchase had been a veterinary pet insurance, you might go through the following kind of buyer decision process:

Need recognition: A person needs a pet, to begin with. Then, it is important that a person perceives that there is a reasonable possibility that their pet will need veterinary care at some point and that that care will cost more than the person is able to afford at any one time.

Information search: – With the need recognized, the consumer will seek out information on ways to solve the problem. This may happen by reading news articles or blogs, gathering information from company websites, or talking to fellow pet owners about how they have dealt with the issue.

Evaluation of alternatives: This may be a brand-to-brand comparison. It may also be a comparison between purchasing and not purchasing the item at all. Whatever the case, the options are compared with respect to the features and benefits that are most important to the customer.

Purchase decision: The consumer decides to buy or not to buy. Buying involves agreeing to a contract and making the payment. This decision has been facilitated by the web interfaces of most every pet insurance company, including VPI.

Postpurchase behavior: How much the person seeks veterinary care, the degree to which that care is covered, the ease of filing a claim, the nature of customer service, and many other factors that happen postpurchase will affect the attitude that a customer holds toward VPI.

How would you describe the buying process stages in the case of a tube of toothpaste, a smartphone, financial services, or a new car?

Now combine your chosen buying decision behavior characteristics in the buyer decision process model. Depending on the type of buying decision behavior, describe what happens on each stage of the buyer decision process. For example, how would a consumer who has undertaken complex buying behavior search for information or how would a consumer undertake variety-seeking buying behavior to make a purchase decision?

Explanation / Answer

Buying decision behavior may vary from one product to the other product that mainly depends upon the quality and rate of the product. If a person buys a product which was more expensive then we can see high involvement. If a person buys a product which was less expensive then we can see the low involvement.

I was planning to buy a new car that which was expensive and it needs the high involvement because I must invest more amounts on it. According to me to buy a car, person will have complex buying behavior that which clearly says more involvement in the buying. To buy a product like car it was important to seek more information from the internet, relatives and also the nearby showrooms that which gives more information about the present trend cars. During this buying process, I might undergo through the decision process.

Need- According to my point of view car was one of the important products that which provides more comfort to a person for travelling. For me car was more important and I can afford more amounts to buy a car with good features.

Information search- I had searched information in the internet about the best cars with my limits. I also collected some information from my relatives and colleagues that who are using the cars. I went the car showrooms and enquired about the present trend top end cars from the marketers and came to a conclusion.

Evaluation- I was interested in two cars of different brands so I did the evaluation between them like their capabilities, features, model, comfort while travelling and mainly cost analysis.

Purchase- At last I decided to buy a car that which gives more features and benefits for my investment.

Post purchase- After using the car I came conclusion that it was correct decision of mine because it shows the good results while driving. I had invested some amounts on the car and I can experience the best from it.

I can clearly say that I undergone through the complex buying behavior because I had spent more time to take the good decision and there was more ground work for the best car experience. If the products like buying a property, car or any kind of electrical products person will definitely undergo complex buying behavior because a person invest more amounts on it. If there was no justice for their investment that person will not satisfy. Involvement mainly based on the cost of the product. If the cost was low there was no need of more involvement and that person will undergo variety-seeking buying behavior.

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