Shiseido

What types of buying-decision behavior are involved in purchasing cosmetics?

Buying-decision behavior is mainly about the decision processes and actions of people involved in buying as well as using products (Udel, 2012). It is important for a company to study the buying-decision behavior of the ultimate consumer. Shiseido analyze the buying-decision behavior because they want to know how buyers react towards their marketing strategy and are these bring great impact on the firm’s success. Besides, Shiseido want to know exactly what, where, when and how consumers buy. Based on the result, Shiseido will be able to predict how consumers will respond to their marketing strategies. Basically, they are four significant buying-decision behaviors which are complex buying behavior, dissonance-reducing buying behavior, habitual buying behavior, and variety-seeking buying behavior. But, for the Shiseido, we reduce and focus on three of it only. There are three types of buying-decision behavior involved in purchasing cosmetics which are dissonance-reducing buying behavior, habitual buying behavior, and variety-seeking buying behavior.

First type of buying-decision behavior that involved in purchasing cosmetics is the dissonance-reducing buying behavior. According to this type of buying-decision behavior, consumers would be highly involved in the purchasing process of products which are expensive but with little differences among brands (Scribd, 2012). Consumers for Shiseido are highly involved in the purchasing process of their cosmetics; consumers will not ask other people such as friends or family members to buy cosmetics for them simply because it is hard to describe to others what exactly they want and need. No one knows better than consumers themselves on what cosmetics they want and need, that’s why consumers themselves need to be highly involved in the purchasing process. Moreover, Shiseido’s cosmetics price are consider expensive compare to others. For example,...