The products not only differ but the buying situation also differs. Even the buying situation differs. Each time the buyer is to take a purchase decision, it may or may not be the same as the previous one. There are different situations of buying and the buyer does face with all the situations of buying situation. There are two buying situation and differentiation between the two buying situations may be caused by the absence of any or all of the following factors. For example there are several factors which are listed below:
This is a buying situation which is also known as straight Rebuy and it is characterized by the presence of all the above three criteria for differentiation .In other and different words for your better understanding, here the customers are aware of his or her choices, the customer knows what he is looking for, as his or her decision, what exactly is his need and which is based on personal experience of either self or others might be relatives, friends or the customer have heard about it that is known to be called as good word of mouth.
Generally, the customers spend little or no time choosing alternatives of the product and the substitutes of the product .Brand loyalty is relatively higher here. Moreover, this is a buying situation where a customer perceives a low risk in buying the product and/or the brand. If we take an example or we considers the typical shopping behavior of a housewife .She goes to the grocery shop or a supermarket and spends much less time in selecting her toiletries ,beverages like tea or coffee and other food products. For each time she goes to buy the things for family requirements and needs, she generally finishes up buying the same brand. 2.
This is an example of a product where there is an introduction of new product or there is a launch of new product. This type of product offers a change and gives the...
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