Types of Buying Behaviour

Buying behaviour refers to the decision-making patterns that consumers adopt when selecting, purchasing, using, and evaluating products or services. It is influenced by factors such as involvement level, perceived differences among brands, personal preferences, and cultural or social influences. Understanding buying behaviour is crucial for marketers, as it provides insights into how consumers make choices and what motivates them. This knowledge helps businesses tailor strategies to meet customer needs effectively and build stronger market connections.

There are different types of buying behaviour that vary depending on the complexity of decisions and the level of consumer involvement. For example, some purchases are routine and require little thought, while others involve significant research, comparisons, and emotional considerations. By classifying buying behaviour into distinct types, marketers can design targeted approaches that align with consumer expectations, reduce uncertainty, and encourage brand loyalty. This makes buying behaviour a cornerstone of effective marketing strategies.

Henry Assael distinguished four types of consumer buying behavior based on the degree of buyer involvement and the degree of differences among brands.

1. Habitual Buying Behavior (Routinized Response Behavior – RRB)

Habitual buying behaviour occurs when consumer involvement is low, and there are minimal perceived differences among brands. Products such as salt, sugar, soap, or toothpaste fall into this category. Consumers buy these items out of habit rather than brand loyalty or detailed evaluation. Marketing strategies here focus on brand visibility, repetitive advertising, attractive packaging, and price promotions to ensure regular purchases. Since decisions are made quickly and often unconsciously, marketers must ensure their products are readily available and affordable. Brand recall and widespread distribution play an essential role in winning habitual buyers.

What Should Marketers do?

• Keep customers happy by maintaining product quality and service.

• Attract new customers using promotions like discounts and special offers.

2. Dissonance-Reducing Buying Behavior (Limited Problem Solving – LPS)

Dissonance-reducing buying behaviour happens when consumers are highly involved but see few brand differences. Purchases are often costly and infrequent, such as carpets, home appliances, or furniture. Although involvement is high, the lack of significant differentiation makes consumers worry about making the wrong choice, leading to post-purchase dissonance or regret. To manage this, marketers must focus on reassuring buyers through warranties, after-sales service, and positive brand reinforcement. Effective communication that builds confidence and emphasizes reliability helps reduce doubts. Creating strong customer support and highlighting quality consistency is critical in this type of buying behaviour.

What Should Marketers do?

• Provide clear and useful information about the product.

• Use advertising to educate consumers and build trust in the brand.

3. Complex Buying Behavior (Extensive Problem Solving – EPS)

Complex buying behaviour occurs when consumers are highly involved in the purchase and perceive significant differences among brands. This usually applies to expensive, infrequent, or risky purchases like cars, houses, or advanced technology. Buyers spend considerable time researching, comparing alternatives, and evaluating features before making decisions. They are influenced by personal needs, social status, and brand reputation. Marketers need to provide detailed product information, demonstrations, and persuasive communication to reduce uncertainty. Building trust, emphasizing product differentiation, and offering after-sales support are key strategies to appeal to consumers with complex buying behaviour.

What Should Marketers do?

• Educate consumers about the product and its features.

• Highlight unique advantages to help buyers make an informed choice.

4. Variety–Seeking Buying Behavior

Variety-seeking buying behaviour occurs when consumer involvement is low, but significant brand differences exist. Purchases are often inexpensive, and consumers may switch brands not out of dissatisfaction but for the sake of trying something new. Examples include snacks, beverages, or cosmetics. Marketers can take advantage by offering different flavours, designs, or experiences to attract curious buyers. Advertising campaigns that emphasize novelty and experimentation can appeal to these consumers. Conversely, market leaders must work hard to maintain loyalty through consistent quality, promotions, and brand-building strategies to prevent frequent switching among competitors.

What Should Marketers do?

• Offer different flavors, packaging, or promotions to attract consumers.

• Use discounts or special deals to encourage brand switching.