This activity is important marketing managers need to understand how buy-classes affect organizational buying behavior. Organizations face three different types of buying situations called buy-class situations; new buy, straight rebuy, and modified rebuys. The type of buy-class affects the way buying centers make purchase decisions.
The goal of this exercise is to demonstrate your understanding of the three different types of buy-classes.
Hover over the product name to reveal the hint. Then match the product with the correct buy-class situation
Legal pads and pens
Service trucks
Shipping crane
Solar panels
Copier paper
Record-keeping software
Buy-Class Situation New Buy Straight Rebuy Modified Rebuy

New buy is typical of buyers who are buying a product for the first time and have no previous experience about it and therefore need to research and make proper buying decision

Straight rebuy: this class buy these products regularly and so do not need to make a critical decision.

modified rebuy: this buy class only need that the product be modified albeit the same product but with slightly different specifications. They have some experience as they have previously purchased the product. Example a company ordering for new logos and business cards.

PiaDeveau PiaDeveau · Answer 2 · 2022-02-23T06:42:25+01:00

Different products belong to different economical classes.

Different products and economical classes

New buy Straight Re-buy Modified Re-buy

Solar panels Legal pads and pan Service trucks

Shipping crane Copier paper Record-keeping software

Buyers in the new buy class have never purchased a product before. Because the customer is making their first purchase, they must be included in the decision-making process.

Buyers in the straight-buy category buy the product on a regular basis. As a result, less input is required.

Modified rebuy: Buyer has some product purchase experience.

Find out more information about 'Buyers'.

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