Understanding The Types of Non-Buying Customer Behaviour

 

If you advertise and promote your product blindly and you do not know your target audience, then your business is going nowhere. The most important aspect of marketing is to understand consumer behaviour and select the marketing mix based on your target audience.

In simple words, what makes a customer to buy a product is satisfaction of their needs and desire. It is very important to understand consumer behaviour and for that, you need to comprehend the likes, dislikes or expectations of consumers. Companies need to understand and analyse the consumer psychology and the forces that makes a consumer buy or not buy a product. Humans behave in various ways while shopping, depending on the brand, type of clothing, price, etc., but not all buyers are actually willing to buy while shopping. This kind of behaviour is called ‘non-buying customer behaviour’.

There are five categories of ‘non-buying customer behaviour’ and each one of us have evinced all of these at some moment. In this blog, I will be sharing with you all, the times when I exhibited each of the five non-buying customer behaviour

 

The Complainer

‘Complainers’ are those type of customers who always seem to dissatisfied with the product or service. There is almost nothing that can change their minds. They are obstinate and behave in a negative way for a certain product.

I, personally, do not prefer buying food from the movie theatres like Inox and PVR Cinemas. I feel they are highly over-priced and never satisfies my needs as a customer.

The Overly Agreeable

Now comes, the ‘Overly Agreeable’, who always agrees with the brand’s promises and gives positive reviews about the product but still, never buys it.

Fashion and Beauty are the two areas which interests me a lot. Having said that, even though I love wearing watches and I am all for smart wearables, I have never owned a smart watch.

The Expert

The ‘Experts’ are the type of customers who have researched well about a brand or product. They know everything about that product and even like it but still they wouldn’t buy it. As I’ve mentioned above, makeup and skincare brands interest me a lot. I consider myself an expert when it comes to beauty products. I literally have great expertise about different beauty brands and products. MAC is one of my favourites and trust-worthy, of course. But still, I do not buy something every time, I’m at their store or website.

The Pessimist

Next comes, the ‘Pessimist’. They are the adamant and unpleased ones, mostly. They have an aura of negativity around them. Be it anything, they always have a pinhole vision, and they'll never try to think out of it. I personally do not hold any particular vendetta against any particular brand or product, so much so that I will not buy the product or anything from that brand. But, if I have to specify, then few weeks back I came across an ‘Electric back bath brush’ on Amazon. I cannot understand its usefulness, at all. So, I would never buy it.

The Staller

The ‘Staller’ category is a mixture of confused mentality with a lack of decision-making abilities. They tend to overthink and need to be convinced a lot. I behave in this manner when a bank salesperson who try to persuade me to take a credit card, for which I am never convinced.

These were the five different non-buying customer behaviour that needs to be analysed to understand the target market. Better understanding of consumer behaviour and target audience can make a small business reach the heights of success.