Unit VI Presenter: Today we have an expert from Michigan State University, Pat...
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Unit VI
Presenter: Today we have an expert from Michigan State University, Patricia Huddleston, who is a Professor of Retailing in the Department of Advertising. Hello Patricia!Patricia Huddleston: Hello everyone! Thank you for the invitation.Presenter: We are going to find out what consumer behaviour is and what types of customers we are. Patricia, tell us about consumer behaviour.Patricia Huddleston: The study of consumer behaviour includes when, why, how, and whereconsumers choose to purchase goods. It depends on the psychology of the consumer. In the study ofconsumer behaviour, the main focus is customer satisfaction because, due to it, these businesses actuallyexist.Presenter: As I have understood it, it is a whole theory about consumers and the goods they buy. Can you tell us what determines consumer behaviour and what types exist?Patricia Huddleston: You have to know that there are four types of consumer behaviour. Consumers with complex buying behaviours are actively engaged in the purchasing process and do a lot of research before making a purchase. This type of purchasing behaviour includes buying expensive goods or services like a house, a car, a degree, a programme, etc.Due to the high cost or occasional nature of the transaction, dissonance-reducing buying behaviourimplies considerable involvement in the purchasing process. People have a hard time deciding betweenbrands and worry that they’ll end up regretting their decision. Typically, they make purchases based onconvenience or their available budget without doing any investigation. Buying a personal blender andmaking a quick decision between a few available brands is an example of dissonance-reducingpurchasing activity.The type of consumer, who participates little in the purchasing process, is distinguished by habitualpurchasing behaviour. A customer buys regular goods for a very long time and does not notice anysignificant differences across brands. A common example of habitual purchase behaviour is buyingeveryday items.In the case of variety-seeking behaviour, the client shows a low level of involvement by switchingbetween brands for the sake of curiosity or variation rather than dissatisfaction. For instance, they maybuy soap without putting much thought into it. They’ll pick a different brand the following time to switchup the flavour.Presenter: Well, now I understand why my wife spends so much time in the supermarket deciding whatto buy. I have one more question. What is consumer behaviour influenced by?Patricia Huddleston: Numerous internal elements, such as a person’s needs, wants, attitudes, andreasons, as well as external factors, such as social groups, culture, status, and environmental factors,have an impact on a person’s purchasing behaviour.Presenter: Thanks to Patricia Huddleston, we know exactly what type of customer we are and why wespend so much time in supermarkets. Thank you for explaining to us all these things and the studies onwhich marketing is built.Patricia Huddleston: You are welcome.
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