Types of consumer behaviour

Understanding consumer behaviour is crucial for businesses looking to thrive in today's competitive market.

Consumer behaviour encompasses the actions and decisions individuals make when purchasing goods or services, influenced by various internal and external factors. By comprehending these behaviours, marketers can tailor their strategies to meet consumer needs effectively.

In this blog post, we'll explore the significance of consumer behaviour, its role in marketing, and delve into the key types of consumer behaviour along with the factors that influence them. And if you are thinking of a career in the marketing sector and want you know more about understanding the customer or consumer, you should consider a programme such as a Degree in Business and Marketing.

What is consumer behaviour?

Consumer behaviour refers to the process individuals go through when deciding to purchase goods or services. It involves a combination of psychological, social, and environmental factors that influence their choices. Understanding consumer behaviour requires analysing how consumers perceive, select, purchase, use, and dispose of products or services.

What is the impact of consumer behaviour in marketing?

In marketing, understanding consumer behaviour is paramount for creating successful campaigns. Marketers utilise consumer behaviour insights to develop products that meet consumer needs, craft targeted advertising messages, and design effective pricing strategies.

By understanding what drives consumer decisions, marketers can build strong brand loyalty and increase sales.

Why is consumer behaviour so important?

Consumer behaviour is crucial because it helps businesses anticipate market trends and respond effectively to consumer needs. By understanding the factors that influence purchasing decisions, companies can adapt their strategies to stay ahead of the competition.

Moreover, consumer behaviour insights enable businesses to identify new opportunities for growth and innovation.

4 types of consumer behaviour

• Routine Response Behaviour: This type of behaviour is characterised by low involvement in the purchase decision and little to no significant brand differences. Consumers engage in routine response behaviour when buying everyday items like groceries or household products. Marketers target these consumers through repetitive advertising and promotions to reinforce brand loyalty.
• Limited Decision Making: In this scenario, consumers engage in some research or consideration before making a purchase, but the process is not extensive. This behaviour commonly occurs when consumers are purchasing moderately priced items or products, they are somewhat familiar with. Marketers can influence these consumers by providing relevant information and highlighting product benefits.
• Extensive Decision Making: Consumers exhibit extensive decision-making behaviour when purchasing high-involvement products, such as cars or electronics. They conduct thorough research, compare options, and carefully evaluate alternatives before making a decision. Marketers need to provide detailed information, establish trust, and differentiate their products to appeal to these consumers.
• Impulse Buying: Impulse buying occurs when consumers make unplanned purchases influenced by emotions or immediate desires. Marketers capitalise on impulse buying by creating attractive displays, offering limited-time promotions, and triggering emotional responses through advertising. Understanding consumer impulses can help businesses design persuasive marketing campaigns and drive impulse purchases.

Factors influencing consumer buying behaviour

Several factors influence consumer buying behaviour, including:

• Psychological Factors: These include perceptions, attitudes, motivations, and emotions that drive consumer decisions.
• Social Factors: Family, culture, reference groups, and social class influence consumer behaviour by shaping preferences and norms.
• Personal Factors: Age, lifestyle, occupation, and personality traits impact individual buying decisions.
• Situational Factors: Time, place, and context play a role in shaping consumer behaviour, such as impulse buying or emergency purchases.

In conclusion, consumer behaviour is a complex yet critical aspect of marketing. By understanding the various types of consumer behaviour and the factors that influence them, businesses can develop effective strategies to meet consumer needs, enhance brand loyalty, and drive sales growth. Investing in consumer behaviour research and analysis is key to staying competitive and relevant in today's dynamic marketplace.