Buyer behaviour refers to the decisions and actions people undertake to buy products or services for individual or group use. It's the same as the term "consumer buying behavior," which usually refers to how people as opposed to businesses buy things.
Buyer behaviour is the driving force behind any marketing process. Understanding why and how people decide to purchase this or that product or why they are so loyal to one particular brand is the number one task for companies that strive to improve their business model and acquire more customers.
Types of consumer conduct
The buyer's behaviour is always determined by the client's involvement in the purchase decision and the level of risk involved. The greater the product's price, the greater the associated risk, and the greater the customer's participation in purchase decisions. On the basis of these factors, four distinct types of consumer purchasing behaviour are distinguished:
Complex buying behaviour
This type is also called extensive. Due to the high degree of economic or psychological risk, the customer is highly involved in the buying process and conducts thorough research before the purchase. Examples of this type of buying behaviour include purchasing expensive goods or services such as a house, a car, an education course, etc.
Dissonance-reducing shopping
This type of buying behaviour also requires a lot of involvement due to price or frequency and duration. People have trouble choosing brands and fear they'll regret it (hence "dissonance").
They buy convenience or budget-friendly goods without much research. Example waffle maker purchase reduces dissonance. A customer will choose from a few brands without much thought.
Habitual buying behaviour
This sort of consumer purchasing behaviour is characterised by a low level of participation in purchase decisions. A client perceives no substantial differences between brands and purchases the same items repeatedly. The purchase of everyday things is an example of a habitual buying pattern.
Variety-seeking behaviour
In this example, a customer switches brands for variety or curiosity rather than dissatisfaction, indicating a low level of engagement. For example, they may purchase soap without much consideration. Next time, they will choose a different brand to change the smell.
The buyer behaviour model is a methodical, structured procedure. A customer recognises the need to make a purchase under the influence of marketing stimuli (product, price, place, and promotion) and environmental factors (economic, technological, political, and cultural).
The resulting decision-making process is influenced by their characteristics, such as their beliefs, values, and motivation, resulting in the final choice to purchase or not.
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