Do you know how your target consumer behaves

Have you ever wondered what goes on in a consumer  mind  when they are making a purchasing decision? How do they end up choosing your product or service amongst a vast number of options to choose from?

Consumer behaviour is study of the underlying motives for the actions consumers take in the marketplace.That is how consumers select, buy and use goods and services to satisfy their needs and wants.

There are four main types of consumer behaviours:

1. Complex buying behaviour
2. Disonance reducing buying behaviour
3. Habitual buying behaviour
4. Variety seeking buying behaviour 

Complex buying behaviour:

This behaviour is encountered when consumers are buying  an expensive infrequently bought product. They are highly involved in the purchase process.They research before committing to a high value investment.Imagine buying a car or a house.

Purchase dissonance reducing behaviour

The consumer is highly involved in the purchase process but has difficulties determining the differences between brands. ‘Dissonance’ can occur when the consumer worries that they will regret their choice.

If for example you buy a bicycle based on price and convenience  after the purchase you will seek to confirm if you have made the right choice.

Habitual buying behaviour 

The consumer has very little involvement in the product or brand category.e.g you go to the store and buy your preferred type of bread.

Variety seeking buying behaviour

This occurs when a consumer buys a different kind of product not because they are dissatisfied with  the previous purchase but because they are seeking  variety, E.g if they purchase a different flavour of yoghurt.