Monday, January 7, 2013

Marketing 101: Habitual Buying Behavior

So far we have examined Complex Buying Behavior and Dissonance-Reducing Buying Behavior.  Next, let's quickly look at Habitual Buying Behavior.

Habitual Buying Behavior
Habitual Buying Behavior refers to situations where a consumer has low involvement in a purchase, and is perceiving very few significant differences between brands in a given product category.  So many products fit into this scenario.  Most of them are everyday use products and commodities, such as toilet paper, salt and black pepper.  Let's consider black pepper.

There isn't much to ground black pepper.  Unless you are actively cooking as a hobby (or a profession), you just need some pepper to throw into your mac-and-cheese or season the mashed potatoes on your plate.  There is very little consumer involvement in this product category.  Typically a consumer will go to the store and reach for a brand.  If the consumer grabs the same brand repeatedly, this is almost always habitual buying, not brand loyalty.

In these scenarios the consumer's buyer behavior doesn't go through the normal belief-attitude-behavior sequence.  Instead, consumers passively learn about low involvement products and brands through passive consumption media - television, radio, and Hulu ads.  Because consumers are buying based on brand familiarity, marketers must use ad repetition to build brand familiarity instead of brand conviction.  In order to encourage sales, marketers will need to use tactics such as price and sales promotions to initiate product trial.

Marketers should create messaging that emphasizes only a few key points.  Marketers should also use more visual symbols and imagery within their advertising, because they can easily be remembered by the consumer and associated with the brand.  Ad campaigns should have high repetition rates and the  duration of messages should be short.

2 comments:

  1. HOW EDWARD LOAN COMPANY GRANTED ME A BUSINESS LOAN!!!{jonesloaninvestment@hotmail.com}

    Hello everyone, I am Oliver Johnson Moore from Zurich Switzerland and want to use this medium to express gratitude to EDWARD JONES for fulfilling his promise by granting me a loan, i was stuck in a financial situation and needed to refinance and pay my bills as well as start up a Business. I tried seeking for loans from various loan firms both private and corporate organisations but never succeeded and most banks declined my credit request. But as God would have it, i was introduced by a friend named Lisa Rice to EDWARD JONES LOAN COMPANY and undergone the due process of obtaining a loan from the company, to my greatest surprise within 28hrs just like my friend Lisa, i was also granted a loan of $387,000.00; So my advise to everyone who desires a loan, "if you must contact any firm with reference to securing a loan online with low interest rate of 2% and better repayment plans/schedule, please contact EDWARD JONES LOAN COMPANY. Besides, he doesn't know that am doing this but due to the joy in me, i'm so happy and wish to let people know more about this great company whom truly give out loans, it is my prayer that GOD should bless them more as they put smiles on peoples faces. You can contact them via email on {jonesloaninvestment@hotmail.com} or Text +1(240) 686-5090

    ReplyDelete
  2. Testimony on how i got my LOAN from fundingloanplc@yahoo.com

    I'm Isabella Tyson from 1910 N Halsted St Unit 3, Chicago IL60614 USA,, i have been searching for a genuine loan company for the past few months and all i got was bunch of scams who made me to trust them and at the end of the day took my money without giving anything in return, all hope was lost i got confused and frustrated, i find it very difficult to feed my family and vowed never to have anything to do with loan companies on net and went to seek of assistance from a very good friend which i explained all my experience regarding online companies with and said he can help me that he knows of a Godsent and well known company called FUNDING CIRCLE PLC, he stated he just got a loan from them although i was still very unsure about this company due to my past experience but i decided to give it a try and did as i was directed by my friend and applied, i never believed but i tried and to my greatest surprise i received my loan in my bank account within 24 hours, i could not believe that i would stand on my feet financially again. I’m glad I took the risk and applied for the loan and today i'm thanking God that such loan companies still exist and promise to share the good news to people who are in need of financial assistance because the rate of scams on net is getting very serious and i don't want people to fall victim when we still have genuine and Godsent lenders.. You can contact this Godsent company using the information as stated and be a partaker of this great testimony.. Email: fundingloanplc@yahoo.com OR Call/Text +14067326622 thanks


    ReplyDelete