Types of purchase decisions

The different types of purchase decisions can be distinguished:

1. According to brand differences and preoccupation with the purchase:

a) Complex buying behavior

The consumer deals intensively with the purchase; there are noticeable differences between the brands. This is the case with expensive products, the purchase of which also involves taking risks or making mistakes (e.g. computers, kitchen equipment) and high-involvement products (involvement), i.e. expensive hobbies such as cameras and golf equipment. It is mostly about shopping or specialty goods.

b) Habitual buying behavior

The buyer is not very concerned with the product, the differences between the brands are barely noticeable. The purchase is made habitually, which applies to many everyday products. These are low-involvement products or convenience goods.

c) Buying behavior seeking variety

For some products, the buyer is not very concerned with the purchase, although the differences between the products are considerable. Consumers like to try another brand, such as wine, cheese, shower gel, etc.

d) Dissonanzminderndes Kauftverhalten (Dissonance theory)

This is the case with intensive work with very similar products.

2. According to the meaning of rationality:
A distinction must be made between mainly emotional purchase decisions, for example for different consumer goods categories, or predominantly rational decisions, for example for capital goods.

3. According to the importance of incentives:
There are impulse purchases. These are direct reactions to incentives (e.g. placement in the checkout area, packaging, special placements).

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