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- W2090288937 abstract "The author reports the development of a classification scheme of buying patterns and situations. Unlike previous conceptual schemes, it consists of six prototypical “buying decision approaches” identified through an empirically based taxonomy development procedure. A mix of underlying buying activities distinguishes the categories: search for information, use of analysis techniques, focus on proactive issues, and reliance on control mechanisms. The use of a particular buying decision approach depends on four situational characteristics: purchase importance, task uncertainty, extensiveness of choice, and perceived buyer power. The findings reveal some patterns that are similar to previous classification schemes, but new variations allow for a conceptual extension of the literature. The resulting framework is useful to marketing managers, who can view their customer segments in terms of the categories in the taxonomy. Further, it provides a tool by which sales representatives can develop adaptive selling approaches based on a small set of buying situations and corresponding buying decision approaches." @default.
- W2090288937 created "2016-06-24" @default.
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- W2090288937 date "1993-01-01" @default.
- W2090288937 modified "2023-10-11" @default.
- W2090288937 title "Taxonomy of Buying Decision Approaches" @default.
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- W2090288937 doi "https://doi.org/10.1177/002224299305700103" @default.
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