Buying Decision Behaviour

Buyer behaviour relates to people’s decisions and actions when purchasing things or services for personal or group usage. It’s the same thing as “consumer buying behaviour,” which refers to individual customers rather than organisations.

Any marketing process is driven by the behaviour of customers. Understanding why and how consumers choose to buy this or that product, or why they are so loyal to one brand, is the most important challenge for businesses looking to improve their business model and acquire more customers.

Buyer behaviour types

Buyer behaviour is always influenced by how involved a customer is in their purchase decision and how hazardous it is. The higher the product price, the greater the risk, and the more involved the client is in purchasing decisions. There are four types of consumer purchasing behaviour based on these determinants.

Complex purchasing habits

Extensive is another name for this kind. Due to the high level of economic or psychological risk, the consumer is heavily involved in the buying process and conducts extensive research prior to making a purchase. Purchasing expensive products or services, such as a house, a car, or an education course, are examples of this type of buying behaviour.

Purchases that reduce dissonance

Because of the high price or infrequent purchase, this type, like complex buying behaviour, requires a high level of involvement in the purchasing process. People struggle to pick between brands because they are fearful of regretting their decision (thus the term “dissonance”).

They typically acquire items based on convenience or available money rather than extensive investigation. Buying a waffle maker is an example of dissonance-reducing purchasing behaviour. In this situation, a buyer will not give much thought to which model to choose, opting instead for one of the few brands offered.

Consistent purchasing habits

Low involvement in a purchase decision characterises this type of consumer buying behaviour. A client sees no substantial difference between brands and buys the same items again and over again. Purchasing everyday things is one example of habitual purchasing behaviour.

Behaviour that seeks variety

In this situation, the customer switches brands for variety or curiosity rather than displeasure, indicating a low level of interest. For example, individuals may purchase soap without giving it any thought. They’ll change the aroma next time by choosing a different brand.

Patterns of buyer behaviour

Each customer may have distinct purchasing habits. However, there are common traits that allow the following buyer behaviour patterns to be followed.

Purchase location

Customers who have access to multiple stores are not always loyal to one. Even if all of the things are available in one store, individuals may choose to split their purchases over several stores.

Purchased items

There are two factors to consider: the type of product and the quantity purchased. People usually purchase necessities in quantity. Luxury goods, on the other hand, are more likely to be acquired in small quantities and seldom. The volume of items purchased is governed by factors such as:

Product longevity

Availability of products

Product cost

The purchasing power of the buyer

Number of potential clients for the product

The examination of a buyer’s shopping cart might reveal a lot about their buying habits.

Purchase frequency and timing

Purchases are now only a few clicks away thanks to the advancement of e-commerce. In any case, marketers should be aware of how frequently and at what times of the year or day individuals are more likely to purchase items. The frequency of product purchases may be influenced by the following factors:

Type of product

• Customers’ preferences

• Product requirement

• Traditions and customs of customers

• Purchase procedure

People purchase goods in a variety of ways: some go to the store, while others choose to order them online. Some people pay with cash, while others pay with a credit card. Some clients who purchase things from online businesses pay on delivery, while others are prepared to pay immediately after placing an order. The manner in which buyers purchase things reveals a great deal about their buyer persona.

Consumer purchasing behaviour model

The buyer behaviour model is a step-by-step process that is structured. A customer recognises the urge to buy based on marketing stimuli (product, price, location, and promotion) and environmental elements (economic, technological, political, and cultural).

Following that, their traits, such as their views, values, and motivation, influence their decision-making process, leading in a final decision to buy or not buy.

1. Requires acknowledgement

The buyer identifies the demand for a product or service in the first stage. For example, they may recognise that manual email outreach is no longer successful as their company grows, necessitating the use of an email automation service.

2. Information gathering

The buyer begins looking for information after determining the requirement for a product or service. They might get it from a variety of places (friends, commercials, mass media). A prospect might, for example, begin looking at email automation options and reading reviews.

3. Alternatives evaluation

After gathering all of the essential information, the buyer begins to weigh options. They could examine major features and cost to see if one tool has an advantage over the others.

4. Buying decision

The buyer makes a buying decision after conducting an evaluation. They may, for example, begin a free trial or purchase a premium subscription.

5. Post-purchase assessment

The customer evaluates whether the product or service matched their expectations after acquiring it. They might also post an online review or share their opinion with subscribers, coworkers, or friends at this point.

Conclusion

Buyer behaviour relates to people’s decisions and actions when purchasing things or services for personal or group usage. It’s the same thing as “consumer buying behaviour,” which refers to individual customers rather than organisations.

Any marketing process is driven by the behaviour of customers. Understanding why and how consumers choose to buy this or that product, or why they are so loyal to one brand, is the most important challenge for businesses looking to improve their business model and acquire more customers.