Buy Classes

Definition

Buy classes refer to buying situations that are distinguished on four characteristics: newness to decision makers, number of alternatives to be considered, uncertainty inherent in the buying situation, and the amount of information needed for making a buying decision. There are three buy classes: new task purchase, modified rebuy, and straight rebuy.

  • A new task purchase is a problem or requirement that has not arisen before, such that the buying center does not have any relevant experience with the product or service.
  • A modified rebuy is a situation in which the buying center has some relevant experience to draw upon. The alternatives considered, however, are different from the ones considered the last time a similar problem arose.
  • A straight rebuy is the purchase of standard parts; maintenance, repair, and operating items and supplies; or any recurring need that is handled on a routine basis.[1]

 

References

  1. ^ American Marketing Association, AMA Dictionary.

Comments are closed.