A review of prior classifications of purchase behavior and a proposal for a new typology

The purpose of this chapter is twofold: (1) to critically review prior typologies of purchase behavior, recognizing their strengths and weaknesses; and (2) to propose a new, empirically derived typology based on purchase motives that better captures the important dimensions underlying different forms of buying behavior. Although the purchase of products is only one aspect of consumer behavior, it is at the heart of much of consumer research, and it is hoped that a comprehensive review of previous attempts to classify purchase behaviors and the proposed new typology will contribute to an improved understanding of the whys and wherefores of people's buying behavior.