Question

a) Explain the type of buying decision behaviour for the following situations:

SITUATION 1

Ahmad is trying to decide whether to buy a Dell Laptop or a Microsoft Surface. Both brands are significantly different and have their own unique advantages, so Ahmad must find out more about the models, attributes and prices before he makes his decision.

SITUATION 2

Maria is looking for silverware that she could use for her restaurant. Even though she is not familiar with any brands, she needs to make sure that the ones she will buy complements her upscale restaurant’s theme or this may end up draining her cash for nothing.

Answer 1

SITUATION 1: Dissonance Reducing Buying Behavior

In this behavior, the consumer is generally familiar with the product and brands available in the market but has no brand preference. Such a buyer is considered as more complex as compared to the routine buyer and the consumer would want to gather information about the brands to arrive at his brand decision. It involves decisions like models, attributes, and prices before they make a final decision. In the given situation, the buyer confirms with two brands Dell Laptop or a Microsoft Surface but need to research its attributes and many other factors.

SITUATION 2: Complex Buying Behavior

In this behavior, the consumer is unfamiliar with any brand and is not clear about what criteria to hold for buying. Thus, this problem solving occurs when the consumer is finding a new product category. In this given situation, the buyer knows what to buy that is silverware for her restaurant bt does not know about brand and criteria.