2.4 Variety-seeking buying behaviour

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Figure 10  Variety-seeking buying behaviour
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In this matrix, based on Figure 3, Assael uses the difference between brands and the level of involvement of the consumer to give four genarlised buying behaviours. ‘Variety-seeking’ is highlighted.

Figure 10  Variety-seeking buying behaviour
  • Consumers perceive significant differences between brands but are not particularly involved in the purchase.
  • Many groceries fall into this category. Examples include:
    • different types of biscuit
    • bread
    • ice-cream.
  • Consumers often alternate between different brands for variety.
Described image
Figure 11  Trying out a different coffee at the coffee shop – variety-seeking buying
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The infographic shows a number of different types of coffee, and their relative calorie intake. Listed are caramel macchiato, breve, americano, ice coffee, latte, caramel frappuccino, espresso, flat white, mocha and cappuccino.

Figure 11  Trying out a different coffee at the coffee shop – variety-seeking buying

Activity 2

Timing: Allow about 20 minutes

Consider the five mini case studies [Tip: hold Ctrl and click a link to open it in a new tab. (Hide tip)] . (To open the case study in a new tab on a PC, hold down the Ctrl key when clicking.) What sort of consumer buying behaviour would you expect for each of them?

Complete the following table and then click ‘save and reveal comment’ for some thoughts.

BusinessExpected consumer buying behaviourExplanation
Bike-a-lot
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JJ Components
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Mucky Pets
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Red Bush Brewery
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Turn-it-round
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Comment

BusinessExpected consumer buying behaviourExplanation
Bike-a-lotDissonance-reducing buying behaviourLearning to ride a motorcycle is an involved activity and it can be expected that a learner would look for options and recommendations before booking lessons. Learners travel long distances to attend a school with a good reputation.
JJ ComponentsComplex buying behaviourSpecialist components are likely to be sourced after a significant number of meetings and possibly a procurement process. Business purchases for products are likely to fall into this category.
Mucky PetsHabitual buying behaviourPet owners may try out a number of groomers, but once they have one they trust, the regular purchase becomes a habit.
Red Bush BreweryVariety-seeking buying behaviourThe artisan nature of the beer and the fact it is locally produced, makes the beer interesting. Consumers are likely to try it for it’s novelty factor first.
Turn-it-roundDissonance-reducing buying behaviourConsumers of this service are likely to have limited choice in the services available but would compare the limited choices and select the one with the best record and reputation. This can be a big decision for a prisoner and the opportunities to correct a wrong choice are limited.

2.3 Habitual buying behaviour

3 Marketing approaches