The marketer has to ensure that the consumer feels good about the brand in the … in consumer behaviour, buying which is associated with the purchasing of high-involvement products which are important to the consumer and therefore require considerable thought and effort. If the product has matched the expectations of the customer, they will serve as a brand ambassador who can influence other potential consumers which will increase the customer base of that particular brand. The time required to gather such information is quite moderate for example buying of goods like clothes and cosmetics. Since it is seldom possible to make a fully rational purchase decision, it is hardly surprising that purchasers often doubt the wisdom of their choice when, finally, the purchase has been made. Buying decision behavior become more complex in the result of more buying participants and deliberation. In this infrequent transaction, consumers are highly involved in the purchase decision. The main limitation of this view is that consumers also seek information about the alternatives available and make rational or wise decisions and purchase the products or services that provides the greatest satisfaction. In the world of perfect competition, consumers rarely have all the information to make the so called ‘perfect decision.’. This is a prime example of this stage. Lastly, they must also know the best alternative that suits them as per their requirements. 3 Lakh in one hospital and Rs. The consumer behavior may be determined by economic and psychological factors and are influenced by environmental factors like social and cultural values. The main purpose of the consumer decision-making process is to understand the different needs of different consumer groups understanding its 5 stages. They may compare prices or read reviews and then select a product which satisfies their parameters the most. This renders understanding and realizing the basic problem of the consumer decision making process for marketers to make their products and services different from others in the marketplace. Amy N Barkman | Amy works in higher education … Complex buying behavior is encountered particularly when consumers are buying an expensive product. The consumer would like to gather additional information about the brands to arrive at his brand decision. According to Bruner (1993) recognition of a problem arises in the situation where an individual realizes the difference between the actual state of affairs and desired state of affairs. At this stage, the consumer has evaluated all facts and has arrived at a logical conclusion which is either based upon the influence from marketing campaigns or upon emotional connections or personal experiences or a combination of both. In extensive problem solving, consumer seeks for more information to make a choice, in limited problem solving consumers have the basic idea or the criteria set for evaluation, whereas in routinized response behavior consumers need only little additional information. The consumer decision-making process is a complex process that involves everything starting from recognizing the problem to the activities related to the product or service after it has been purchased by the consumer. Consumers may feel like they are missing out something and needs to address this issue so as to fill in the gap. An understanding of consumer behavior is necessary for the long-term success and survival of a firm. Dissonance reducing buying behaviour… Types of Buying Behaviour: Consumer decision making varies with the type of buying decision. 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