{"id":2211,"date":"2020-06-15T14:41:55","date_gmt":"2020-06-15T11:41:55","guid":{"rendered":"https:\/\/snov.io\/glossary\/?p=2211"},"modified":"2023-04-07T23:46:57","modified_gmt":"2023-04-07T20:46:57","slug":"buyer-behavior","status":"publish","type":"post","link":"https:\/\/snov.io\/glossary\/buyer-behavior\/","title":{"rendered":"Buyer behavior"},"content":{"rendered":"\n

Buyer behavior<\/strong> refers to the decision and acts people undertake to buy products or services for individual or group use. It\u2019s synonymous with the term \u201cconsumer buying behavior,\u201d which often applies to individual customers in contrast to businesses.<\/p>\n\n\n\n

Buyer behavior is the driving force behind any marketing process. Understanding why and how people decide to purchase<\/a> this or that product or why they are so loyal to one particular brand is the number one task for companies that strive for improving their business model and acquiring more customers. <\/p>\n\n\n\n

Types of buyer behavior<\/h2>\n\n\n\n

Buyer behavior is always determined by how involved a client is in their decision to buy a product or service and how risky it is. The higher the product price, the higher the risk, the higher the customer\u2019s involvement in purchase decisions. Based on these determinants, four types of consumer buyer behavior are distinguished:<\/p>\n\n\n\n

\"Types
Source: Geektonight<\/em><\/figcaption><\/figure>\n\n\n\n

Complex buying behavior<\/h3>\n\n\n\n

This type is also called extensive. The customer is highly involved in the buying process and thorough research before the purchase due to the high degree of economic or psychological risk. Examples of this type of buying behavior include purchasing expensive goods or services such as a house, a car, an education course, etc.<\/p>\n\n\n\n

Dissonance-reducing buying behavior<\/h3>\n\n\n\n

Like complex buying behavior, this type presupposes lots of involvement in the buying process due to the high price or infrequent purchase. People find it difficult to choose between brands and are afraid they might regret their choice afterward (hence the word \u2018dissonance\u2019). <\/p>\n\n\n\n

As a rule, they buy goods without much research based on convenience or available budget. An example of dissonance-reducing buying behavior may be purchasing a waffle maker. In this case, a customer won\u2019t think much about which model to use, chousing between a few brands available. <\/p>\n\n\n\n

Habitual buying behavior<\/h3>\n\n\n\n

This type of consumer buying behavior is characterized by low involvement in a purchase decision. A client sees no significant difference among brands and buys habitual goods over a long period. An example of habitual buying behavior is purchasing everyday products.<\/p>\n\n\n\n

Variety seeking behavior<\/h3>\n\n\n\n

In this case, a customer switches among brands for the sake of variety or curiosity, not dissatisfaction, demonstrating a low level of involvement. For example, they may buy soap without putting much thought into it. Next time, they will choose another brand to change the scent. <\/p>\n\n\n\n

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Buyer behavior patterns<\/h2>\n\n\n\n

Each consumer may have unique buying habits. Still, there are typical tendencies, which allows distinguishing the following buyer behavior patterns:<\/p>\n\n\n\n

Place of purchase<\/h3>\n\n\n\n

If customers have access to several stores, they are not always loyal to one place. So even if all items are available in one outlet, they may divide their purchases among several shops. <\/p>\n\n\n\n

Items purchased<\/h3>\n\n\n\n

There are two things to consider: the type of the product customers purchase and its quantity. As a rule, people buy necessity items in bulk. In contrast, luxury items are more likely to be purchased in small quantities and not frequently. The amount of goods people buy is influenced by such factors: <\/p>\n\n\n\n