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. [1]

There are three buy classes: [2]

  • A new task purchase is a buying situation in which the customer has no previous experience with the purchase of a product within a given category.
  • A modified rebuy is a buying situation in which the customer buys goods that have been purchased previously but changes the supplier or some term of a previous order.
  • A straight rebuy is a buying situation in which the customer buys the same goods on the same terms from the same supplier.

 

References

  1. American Marketing Association, AMA Dictionary.
  2. Common Language in Marketing Project, 2021.

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