Business Development

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As seen on terms of planning, consumer purchasing can be categorized into planned purchasing and unplanned purchasing. Planned purchasing is a behavior which the decision about the item that is going to purchase has been taken before the consumer get into the store. While unplanned purchasing is a behavior which the consumers are not considering to purchase, or considering to purchase but hasn’t decided what the product is.

Which behavior that you often do, decide first about the product that is going buy then go to the supermarket, or go to the supermarket and look around then decide the product that you want to buy. This matter has been a concern of researchers and practitioners since twenty years ago. Most people are interested in studying the characteristics and the proportion of the consumers who are planned and unplanned.

In theory, these two types of purchasing are different in the process of finding and evaluating the information that is useful to solve the customer problems. For example consumer who buy a soft drink product to solve the problem of thirst. To solve their problem, consumers will find useful information so as not to mistakenly choose the product that is going to use to solve that problem.

In the case of a planned purchasing, consumers only will use the existing information in their memory (internal information) or information which outside the store, such as advertising in newspapers or TV. On the contrary, in the case of unplanned purchasing, consumers will get into the store first and finding and evaluating the information in it such as discounts and new products.

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Tags: consumer purchasing, Product Purchasing, unplanned purchasing . This entry was posted on Tuesday, July 20th, 2010 at 10:39 am and is filed under Sales. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.