Types Of Consumer Buying Decisions Essay
Consumer buying decision refers to the choices during purchasing made by a consumer. There are four types of consumer buying behaviour, namely; complex, dissonance-reducing, habitual, and variety-seeking (Kotler & Armstrong, 2010). They differ in the amount of involvement and qualities of each (Kotler & Armstrong, 2010). During the purchase of a classic car rental the most relevant would be the complex buying decision which will be elaborated on. Complex buying decisions are choices that are only arrived at after an immense decision making process. This type of decision making is often made during the purchase of products that are of high value, rarely bought, unsafe, and self-demonstrative (Kotler & Armstrong, 2010).This type of buying decision is immensely involving and takes a long time. It requires outlined steps to avoid errors and unsafety. This decision would require more purchase time for research and further judgement (Kotler & Armstrong, 2010). This would apply in the case of the target consumer interested in renting a classic car because the value is above the average expenses of the consumer and would therefore have an impact on his finances.
Section 4: The Components of the Decision-Making Process (about 500
The decision making process refers to the steps taken by the consumer to decide on whether or not to make a purchase and the preceding effects of the decision (Tanner & Raymond,…