Buying Roles and Types of Buying Behavior: Complex, Dissonance-Reducing, Habitual and Variety-Seeking Questions

Question 1

Who is an initiator in the buying process?

Accepted Answer

An initiator is the person who first suggests the idea of buying a product or recognises the need to purchase it.

Question 2

What is involvement in consumer behavior?

Accepted Answer

Involvement is the level of importance or perceived risk a consumer associates with a purchase decision.

Question 3

State one example of a habitual buying product.

Accepted Answer

Salt (or daily soap/toothpaste) is an example of a habitual buying product for many consumers.

Question 4

What is complex buying behavior?

Accepted Answer

Complex buying behavior occurs when the consumer has high involvement and perceives significant differences among brands.

Question 5

Define variety-seeking buying behavior.

Accepted Answer

Variety-seeking buying behavior is low-involvement buying where consumers switch brands for variety because they perceive noticeable differences among brands.

Question 6

Who is a buyer in the buying roles?

Accepted Answer

A buyer is the person who actually purchases and pays for the product.

Question 7

Explain the five buying roles with a suitable example.

Accepted Answer

Five buying roles are:

- **Initiator**: suggests buying.
- **Influencer**: advises/affects choice.
- **Decider**: final approval.
- **Buyer**: pays and purchases.
- **User**: uses the product.

Example (smartphone): student initiates, friend influences, parent decides and buys, student uses.

Question 8

Differentiate between complex buying and dissonance-reducing buying behavior.

Accepted Answer

Difference:

| Basis | **Complex buying** | **Dissonance-reducing** |
|---|---|---|
| Involvement | **high** | **high** |
| Brand differences | **significant** | **few** |
| Example | laptop, car | cement, carpet |

Complex buying needs detailed evaluation; dissonance-reducing needs reassurance after purchase.

Question 9

Differentiate between habitual buying and variety-seeking buying behavior.

Accepted Answer

Difference:

| Basis | **Habitual buying** | **Variety-seeking** |
|---|---|---|
| Involvement | **low** | **low** |
| Brand differences | **few** | **significant** |
| Consumer action | repeats by habit | switches for variety |
| Example | salt, bread | chips, biscuits |

Variety seeking is often for novelty, not dissatisfaction.

Question 10

Draw/Explain the 2×2 matrix of buying behavior based on involvement and brand differences.

Accepted Answer

The 2×2 matrix uses **involvement** (high/low) and **brand differences** (significant/few):

|  | Significant differences | Few differences |
|---|---|---|
| **High involvement** | **Complex** | **Dissonance-reducing** |
| **Low involvement** | **Variety-seeking** | **Habitual** |

This helps decide suitable marketing strategy for each type.

Question 11

State marketing implications for any three types of buying behavior.

Accepted Answer

Marketing implications (any three):

- **Complex**: provide detailed **information**, demos, expert reviews.
- **Habitual**: ensure wide **distribution** + reminder advertising.
- **Variety-seeking**: offer **new variants** and promotions to encourage trial.

Thus, strategy should match involvement and brand differences.

Question 12

Explain the role of an influencer in buying decisions and give an example.

Accepted Answer

An **influencer** is the person who provides information or advice that affects the final choice, even if they do not buy the product.

Example: While buying a laptop, a friend/teacher recommends a specific brand based on **performance** and **warranty**, so the family chooses that brand.

| Role | What they do |
|---|---|
| **Influencer** | advises and shapes preference |
| Decider | gives final approval |

Question 13

Explain complex buying behavior and suggest suitable marketing strategies.

Accepted Answer

**Complex buying behavior** happens when consumers show **high involvement** and perceive **significant brand differences**. They spend time searching and evaluating because the purchase is costly and risky.

### Consumer characteristics
- Extensive **information search** and comparison
- Strong **attitude formation** before purchase
- Focus on performance, warranty, brand reputation

### Suitable marketing strategies
- Provide detailed **product information** (specs, comparisons).
- Use demonstrations, trials, and **expert reviews**.
- Build trust through **warranty**, service network, and testimonials.
- Salespeople/online chat support to clarify doubts.

| Strategy tool | Purpose |
|---|---|
| Demos + comparisons | reduce uncertainty |
| Warranty + service | reduce perceived risk |

### Conclusion
For complex buying, marketers must educate and reassure, not just remind.

Question 14

Explain dissonance-reducing buying behavior and how marketers can reduce post-purchase dissonance.

Accepted Answer

**Dissonance-reducing buying behavior** occurs when consumers have **high involvement** but perceive **few brand differences**. They may buy quickly (based on price/availability) but feel doubt after purchase.

### Why dissonance occurs
- High price/high risk
- Few clear differences among brands
- Fear of making the wrong choice

### How marketers reduce dissonance
- Strong **warranty/returns** and transparent policies.
- Quick **after-sales support** and installation.
- Reassurance messages (thank-you, tips, FAQs).
- Encourage reviews/testimonials to confirm choice.

Flow (write): Purchase → Doubt (dissonance) → Reassurance/support → Satisfaction

### Conclusion
Managing post-purchase experience converts doubt into satisfaction and repeat purchase.

Question 15

Explain habitual and variety-seeking buying behavior with examples and marketing strategies (use a table).

Accepted Answer

Both are **low involvement** behaviors, but they differ in perceived brand differences.

| Type | Brand differences | Consumer action | Example | Strategy |
|---|---|---|---|---|
| **Habitual** | **few** | repeats by habit | salt, bread | wide distribution + reminder ads |
| **Variety-seeking** | **significant** | switches for novelty | chips, biscuits | new variants + promotions + trial packs |

### Conclusion
Marketers should strengthen recall and availability for habitual products, and drive novelty/trial for variety-seeking products.

Buying Roles and Types of Buying Behavior: Complex, Dissonance-Reducing, Habitual and Variety-Seeking

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