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C. Types of Consumer Behaviors
The decision of consumers varies greatly depending on the type of purchase
decision. In accordance with Kotler’s opinion that was translate by Wasana 1991: 253;
there are four types of consumer behaviors depending on the degree of participation of the buyer on the purchase and the degree of difference between a varieties of brands. The four
types are: 1.
Complex behavior of consumer Consumers will have a complex behavior when they are becoming more involved
in the purchase and realize the important difference between several brands of existing products. Consumers will be involved in the activities of purchase, if the purchased
products are expensive and very memorable. Sellers have to develop strategies to help the buyer in the study of characteristics rather than groups of products, the relative level of
importance and the position of the brand that stands out among the features that are most important.
2. Consumer behavior that reduces the incompatibility
Sometimes, consumers are very involved in the purchase of something, but saw no more than slight differences in the mark. The implications of such a situation for
marketers is that prices and good location is important to influence the choice of brands and marketers should help consumers feel comfortable with the decision before making
a purchase.
14 3.
Consumer behavior based on habit Consumers are less involved in purchasing the product. They come, choose and
buy direct. This is because of their habit. Consumers in these cases were not by beliefs, attitudes or a series of unusual behavior. Marketers take advantage of promotional
products and sales price as an incentive for buyers who want to try to buy the product. 4.
Consumer behavior that seek diversity In some buying situations, consumer involvement is low, but it is characterized by
significant brand differences. Consumers often do brands change. This brand substitution occurs solely to obtain diversity not because of dissatisfaction.
D. Stages in the buyer decision process
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