Consumer Behavior



Question1: Comparing and contrasting kinds of buying decision making

Customersare likely to exhibit complex buying behavior whenever they perceivethe existence of significant differences among the available choicesand they are highly involved in the commodity. They tend to engage inthe learning process during the process of collecting and analysis ofinformation that pertain to their choices before they can make thebuying decision. However, there is a high possibility that consumerswill exhibit a dissonance reducing behavior whenever they are highlyinvolved, but they do not perceive the existence of a reasonabledifference between the buyers’ choices (Azad, 2014). Consumers whoengage in this behavior take less time to learn about the keyattributes of the products. In addition, there is a high probabilitythat consumers who adopt dissonance reducing behaviors will basetheir decisions on convenience and good prices. Consumers who areless involved with the commodity are more likely to exhibitvariety-seeking and habitual buying behaviors. However, consumers mayexhibit habitual behaviors when they notice the existence of somedifferences in the brands, after which they buy brands that they arefamiliar with out of a habit. Consumers may exhibit variety-seekingbehavior when the difference is significant.

Question2: Buyer decision process

Theprocess starts with the stage of need recognition, during which theconsumer becomes aware of the new need or problem. The consumer thenstarts looking for information that can help in addressing the newneed. The third stage involved alternative evaluation where consumercompares alternatives using information that has been gathered. Afterevaluating alternatives, consumers then decide what they want to buy.Lastly, consumer purchasing behavior is influenced by expectationsthey have about the product.


Azad,A. (2014). Consumerbehavior and consumer market.Bangladesh: University of Dhaka.