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Table of Contents Memo....................................................................................................................................i Executive Summary..........................................................................................................ii 1.0 Introduction 2 2.0 Types of Buying Decision Behaviour 3 2.1 Complex buying behaviour 3 2.2 Dissonance-reducing buying behaviour 4 2.3 Variety-seeking buying behaviour 5 2.4 Habitual buying behaviour 5 3.0 The importance of understanding consumer buying behaviours 6 3.1 Develop a more effective and efficient marketing strategy 6 3.2 Form a healthy relationship between buyers and sellers.........................................7 4.0 Conclusion 8 References 9 Question 11: Consumer Buying Behaviour 1.0 Introduction Understanding consumer buying behaviour is crucial for successful marketing. Consumer buying behaviour is defined as the buying behaviour of final consumers, individuals and households who purchase goods and services for personal consumption (Kotler, Brown, Adam and Armstrong, 2001: 858). Consumer buying behaviour can be classified into four groups: complex, dissonance-reducing, variety-seeking and habitual buying behaviour. These buying decision behaviours vary in terms of the involvement levels and the perceived differences between brands (Lawson, Tidwell, Rainbird, Louden and Bitta, 1997: 523). According to Mitchell (2002: 71), one of the core functions of marketing is to connect buyers and sellers as efficiently and...

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