Understanding Consumer Buying Behavior: Routine, Limited, Extensive, and Impulse Purchases, Slides of Marketing Management

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Buying is work - let’s look at the

effort needed to buy

something….

How much effort do you spend to

buy gum?

________________________________

How much effort do you spend to

buy your first house?

-^

CONSUMER BEHAVIOR

When the product is familiar but notimportant -

ROUTINE RESPONSE BEHAVIOR

When the product is unfamiliar and notimportant -

LIMITED DECISION MAKING

When the product is IMPORTANT ($$) - EXTENSIVE DECISION MAKING

When ya gotta have it -

IMPULSE BUYING

Consumer Decision Process

PROBLEM RECOGNITION

INFORMATION SEARCH

ALTERNATIVE EVALUATION

PURCHASE DECISION

POSTPURCHASE EVALUATION

Consumer Buying

Process

Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior

How does organization buyingbehavior differ from consumer

buyer behavior?