Dissonance reducing buying behavior in dissonance reducing buying behavior consumer involvement is very high due to high price and infrequent purchase with less significance differences among brands. In marketing, it is often referred to as buyers remorse, and relates to the uncertainty customers feel after making a tough purchasing decision. Impact of locationbased services on consumers buying. The elements that play a role in the marketing process can be divided into three groups. For example, consumers buying carpeting may face a high involvement decision because carpeting is expensive and selfexpressive. Factors affecting consumers buying decision in the selection of a. Purchase dissonance international journal of business and social. Organizational buyer behavior principles of marketing. Dissonance reducing buying behaviour high involvement less perceived difference expensive, risky and infrequently purchased products like carpets learning happens but the purchase decision is quick heed is paid to purchase convenience and price post purchase communication is important. Dec 04, 2012 there are four types of buying behavior. People tend to seek consistency in their beliefs and perceptions. Recognizing that the buyers dissonance varies both according to whether the product is an established or a new one, and whether the salesperson client relation is ongoing or new. Impulsive buying is a common phenomenon in consumer behavior and previous studies found that it has a direct bond with cognitive dissonance.
The study of consumers buying behavior and consumer. Types of buying decision behavior 535 dissonance reducing buying behavior occurs when consumers are highly involved with an expensive, infrequent, or risky purchase, but see little difference among brands postpurchase dissonance occurs when the consumer notices certain disadvantages of the product purchased or hears favorable things about a product not purchased. Cognitive dissonance to explain the consumer behavior, which led to cognitive dissonance post decision. Lets try to understand the importance of studying consumer behavior. Many researchers have also claimed the presence of the cognitive dissonance not only in the post purchase stage but in the pre purchase stage as well where the. Types of consumer buying decisions prof prashant kumar gupta lecturer jain college of mba 2. Figure 6 dissonance reducing buying behaviour long description consumers are highly involved in the purchase, but have difficulties determining the differences between brands. The importance of studying consumer behavior youtube. Common types of buying situations include the straight rebuy, the modified rebuy, and the new task. Dissonance reducing buying behaviour occurs when consumers are highly involved with an expensive, infrequent or risky purchase, but see little difference b. After making a purchase under such circumstances, a consumer is likely load next article. For instance, purchasing a carpet is selfexpressive, occurs infrequently, relatively risky and expensive.
Cognitive dissonance and its impact on consumer buying behaviour. Factors which influence the buying behaviours of customers. Cognitive dissonance and purchase involvement in the. This is likely to be the case with the purchase of a lawn mower or a diamond ring. High involvement significant difference bw brands complex buying decision few differences bw brands dissonance reducing low involvement variety seeking habitual buying 3. The empirical study of relationship between post purchase. These buying decision behaviours vary in terms of the involvement levels and the perceived differences between brands lawson, tidwell, rainbird, louden and bitta, 1997. Nov 04, 2016 lets try to understand the importance of studying consumer behavior. Solved name and describe the types of buying decision. Feb 08, 2012 dissonance reducing buying behaviour occurs when consumers are highly involved with an expensive, infrequent or risky purchase, but see little difference b.
Cognitive dissonance is an uncomfortable feeling we might experience when our beliefs and our actions are in conflict with one another. Process where a person reduces an uncofortable psychological state resulting from an inconsistency of cognitive systems. Types of consumer buying decision linkedin slideshare. The theory of cognitive dissonance is of great importance in consumer behavior. However, the nature of the relationship could not be. Nov 18, 2008 consumer markets and consumer buyer behavior slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The buying motive is mostly rational than individual buyer. Consumer behavior in marketing patterns, types, segmentation. On the same lines, dissonancereducing buying can be seen when there is an anxiety after purchase. In organizational buying lot of formalities like proposals, quotations, procedures are to be followed unlike consumer buying.
The powerful brand is which resides in the mind of the consumer. What is cognitive dissonance in marketing cognitive dissonance is a psychological concept related to selfdoubt when making decisions. Types of consumer buying decision authorstream presentation. Venkatesan 1975,cognitive dissonance and consumer behavior. The purchase of the product is relatively quicker in this kind. Consumer buying behavior definition types of consumer. The dictionary meaning of dissonance is a conflict of peoples opinions, actions or characters. The main purpose of the study was to find out if the basic idea of issuing customer cards still holds in a situation where a customer owns two or more of such cards, and which factors possibly influence the buying behaviour of such customers. Consumer behaviour, cognitive dissonance, cell phones, marketing. The high involvement is again based on the fact that the purchase is expensive, infrequent, and. Dissonance reducing buying behavior occurs when consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands. True a person buying a car would be unlikely to exhibit complex buying behavior.
Reducing pre and post decision anxiety or reducing dissonance is an important function of the salesperson. Buyer behaviour1 free download as powerpoint presentation. Who makes the buying decision depends, in part, on the situation. Example while buying furniture consumer will practice the dissonance reducing buying behavior because the product is expensive.
As a purchasing agent, benni lopez buys goods for use in the production of products that are sold and supplied to others. Cognitive dissonance theory is founded upon the presumption that people seek psychological consistency between their expectations and the reality of life. To function by that expectation of existential consistency, people practice the process of dissonance reduction in order to continually align their cognitions with the. Dissonance is experienced when the behavior we practice is conflicting with our beliefs, as is known. Dissonance reduction is pursued by diminishing the alleged desirability of rejected. Dissonancereducing buying behaviour occurs when the consumer is highly involved but sees little difference between brands. Dissonance reducing buying behavior here also the involvement of consumer is high due to high prices of products and less significant difference amongst the available brands. The study of consumers buying behavior and consumer satisfaction in beverages industry in tainan, taiwan. In this case buyer purchases the product which is easily available. Dissonancereducing behavior happens when a consumer is highly involved in.
So what happens when one of our beliefs conflicts with another previously held belief. Dissonancereducing buying behaviour monash business school. A number of the factors resulting in dissonance post purchase and prior to it are. If you continue browsing the site, you agree to the use of cookies on this website. The last type of decisionmaking is variety seeking buying behavior. Dissonance reducing buying behavior represents such case in which the involvement of the consumers is high, but the available brands show less differences. Five stages of consumer buying decision process by dr vijay prakash anand duration. Acton 2005 stated that the consumer purchase behavior is defined as consumer buying behavior which is consumed in order to meet the needs of consumers 8. Types of buying decision behavior 5 34 complex buying. Dissonance reducing buying behaviour marketing dictionary in consumer behaviour, any activity that is aimed at lessening the tension or feelings of discomfort and unease which accompany an unfamiliar purchase. Brands represent the customers perceptions and opinion about performance of the product. Dissonancereducing buying behaviour business britannica. Cognitive dissonance and purchase involvement in the consumer.
This usually happens in the case of high involvement purchases where there are few differences between. Consumer buying behaviour can be classified into four groups. Apr 07, 20 psychology definition of dissonance reduction. Moreover, consumers might not identify major brand differences. Another way of reducing this discomfort is to add new beliefs which support the conflicting behavior. Since the value attached with an fmcg product is less as compared to a luxury product, hence it creates lesser dissonance.
In contrast to complex buying behaviour, high involvement and few differences between brands lead to dissonancereducing buying behaviour. If we act in a way that is inconsistent with some deeply. Decision process and buying patterns the major differences are as follows. Consumer behavior consists of factors that have effect on consumers buying decisions. In addition to interacting with one another, these groups must interact within a business environment that is affected by a variety of forces, including governmental, economic, and social influences.
1408 25 925 844 703 848 1558 219 212 1317 1564 124 170 661 493 1500 1565 834 636 300 438 620 506 698 810 1185 1195 172 1285 770 1225 147 627 1213 1069 632 255 1339 865 1170