13.3 Purchase behavior

After the consumer has evaluated all the options and has decided to buy the product, he will proceed

with the buying process. If the consumer is buying from a store, the transaction is done immediately.

He pays the value of the product that becomes his possession. If the payment is done on line, this

usually involves entering personal details, billing and delivery information, credit card details, and getting

a confirmation or receipt in the form of a printable invoice or an email.

The purchase act involves the exchange of money or a promise to pay for a product, or support in return

of ownership of a specific good, the performance of a specific service, and so on.

Sometimes there are some situations in which the consumer might change his decision. This could be if

the reference group has a negative attitude toward the product and affect the decision of the consumer,

or the appearance of some unforeseen circumstances such as financial losses.

Consumers make three types of purchases:

Trial purchases

Repeat purchases

Long-term commitment purchases

13.3 Purchase behavior

Trial purchases:

It is the exploratory phase of the purchase behavior in which consumer tries to evaluate the product by

using it directly. In this purchase, the consumer purchases a product, a brand or a service for the first

time.

He buys a smaller quantity than usual. If the consumer buys a detergent for the first time, he buys small

quantity to try. Marketers in this stage, use promotional tactics such as free samples, coupons and good

sales prices.

This type of purchases is not always feasible, because some products such television and refrigerators,

the consumer buys the product without a trial.

Repeat purchases:

In this type of purchases, the product meets the consumer's approval and he is willing to buy the product

or service again and in large quantities.

Long term commitment purchases:

This is the purchases in which the consumers move from evaluating the product to the long term

commitment (through purchase), without the opportunity of trial.

13.3 Purchase behavior

Some observers think that in the future there will be universal internet access for buying. This means that

there is no place for trial purchases, all the sales will be through in home television computer systems.

Choices will be made by the consumers after viewing brands and prices on the screen. The process of

buying is changing. For example in case if the consumer wants to buy a security system for his home, he

will not try the system.

He will call the companies that the sell the product and ask them to supply him with the names of those

consumers who bought the system in their areas. They will ask these consumers about their satisfaction

of using the system.

Because they need a good security system, they will buy the most expensive one in order to insure their

long term security and insure that they are safe and relax.