Consumer Buying BehaviourKillian Heraughty 22/02/12

Definition of Consumer Buying Behaviour

• ‘The decision processes and action of consumers involved in buying and using

products’.

Dibb et al. (2006) P.160.• ‘Anticipating consumer behaviour is not

an option for marketing managers: it is their job description’.

Foxall (2011?)

Types Of Consumer Buying Behaviour

• Routine Response Behaviour• Limited Decision Making

• Extensive Decision Making• Impulse Buying

Dibb et al; (2006) P.162

Routine Response Behaviour

• Frequently Purchased

• Low Cost• Low Risk• Items purchased

almost automatically• Examples such as

bread and milk.Google Images

Limited Decision Making• Product bought

occasionally• Information

gathering is needed• Unfamiliar brand in

a familiar product category

• Sales boosted by word of mouth

Google Images

Extensive Decision Making• Most Complex • Expensive• High Risk• Infrequently Bought• Brands Compared• Takes time seeking

Information• Examples such as

Cars and HomesGoogle Images

Impulse Buying• No planning• Powerful urge to

purchase immediately• Self-control failure• May provoke emotional

conflict• Example: Confectionery

next to supermarket checkouts

Google Images

Impulse Buying Facts• 88% of all impulse purchases are made

because an item is on sale.• Impulse buying goes down by 13%

during a planned shopping trip.• 14% of impulse buys are food items• 60% of females have made an impulse

purchase in the past year.• Impulse shoppers normally buy

because they feel angry, stressed, guilty or bored.

sgclub.com

References

• Dibb, S, Simkin, Pride Ferrell; (2006); Marketing Concepts and Strategies, City: Publisher

• Google Images [accessed on 20/02/12]

• Foxall, G. (2011?) Cardiff Business School, University of Wales

• Sgclub.com• Warner Brothers / Google Images