Types of Consumer Buying Decision
Buyer Behaviour | Principles oF Marketing
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Managemeng Notes

Types of Consumer Buying Decision : Consumer Buying Decision is the process by which consumers identify their needs, collect information, evaluate alternatives, and make the purchase decision which is generally determined by psychological and economic factors, and are influenced by environmental factors such as cultural, group, and social values.

Types of Consumer Buying Decision

1. Routine purchase decision / Low involvement Decision:

Routine purchase decision is related to low-cost essential items, which require very little search and decision efforts because consumers are familiar with the products as they have past experience with purchasing it and automatically makes the decision to purchase again. This type of purchasing decision is known as low-involvement decision and the products falling under this decision are called “low involvement products”. For example, foods , milk, vegetables ,etc.

2. Limited purchase decision / Limited involvement decision:

Limited decision making is a consumer decision making that is used when we are purchasing products that we are familiar with, but still need to gather more information about which brand or model will best fit our needs. Limited purchase decision is related to those products that are purchased occasionally. For the purchase of those products, a little bit more money is required along with the moderate amount of time for information gathering and deliberation. Therefore this type of purchase decision is also called as “limited Involvement Decision”. For example, clothes-many customers are aware about product class but not brand.

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3. Extensive purchase decision/ High Involvement Decision :

Extensive purchase decision is related to those products that are expensive, unfamiliar to the consumers and are purchased infrequently. This is the most complex type of consumer buying decision. It requires adequate search and decision efforts. Consumers have to use many criteria for evaluating alternative brands and spend time for seeking information and deciding on the purchase. Therefore, this type of purchasing decision is called as “High Involvement Decision”. For example, car, homes, computers, education