Question

What stands out to you about what consumers want and how it relates to buyer behavior? Based on your reading of the eText, how do the three different types of purchasing decisions (straight rebuy, modified rebuy, new task) influence the time and effort a buyer might allocate to the different steps of the purchase decision process? Discuss a specific example of how you made a purchasing decision and how you arrived at the conclusion to purchase the product or service.

Make it at least 200-250 words, thank you.

Answer 1

The least time and effort corresponds to the straight buy when the buyer knows each and every aspect of the product /service, and is satisfied with it to such an extent, that he /she simply places a reorder. The second type of purchase behaviour ( modified buy) is the case where some of the aspects of the product need to be changed to meet the needs of the person ( such as flavour of the drink or the size of the baby food pack). The new task involves more time and effort where the customer needs to start the search of a product from scratch, where existing product does not meet the need ( such as a new wall paint which suits the damp weather of the region).

My purchase decision was of buying a baby pram for gifting to my newborn niece. Since I have never shopped for htis product before, it was a new task, I went through many e commerce websites to find the products which were in my budget, and visited some speciality shops and superstores to find out the price, suitabilty and quality of the products. I zeroed in on two items which were available for around $200 with a superstore. The same items were available at 10-15% discount on some popular e commerce sites. I bought the product from a renowned e commerce retailer.