Pre-need purchasing behavior: An overlooked dimension in consumer marketing

Authors

C Jayachandran
Myroslaw J Kyj

Document Type

Article

Publication Title

Journal of Consumer Marketing

Abstract

Marketing literature on consumer behavior has been generally oriented toward the “at‐need” purchase, goods that are purchased only when current consumption needs are felt. Marketing management strategies have been proposed under the assumption that buying occurs shortly before actual consumption. Behavior patterns that did not fit this mold were either ignored or given the label of unsought goods. This standard approach has overlooked purchase behavior that has a time Jag to consumption. “Pre‐need” goods are purchased in anticipation of their future use. This article identifies the characteristics of “pre‐need” goods and services and elaborates on them through case examples. Finally, a case is advanced for the important managerial and research implications of including the “pre‐need” dimension in consumer behavior analysis.

DOI Link

https://doi.org/10.1108/eb008205

Publication Date

1-4-1987

Publisher

Emerald Publishing Ltd.

Volume

Vol.4

Issue

Iss.3

Recommended Citation

Jayachandran, C and Kyj, Myroslaw J, "Pre-need purchasing behavior: An overlooked dimension in consumer marketing" (1987). Faculty Publications. 1498.
https://research.iimb.ac.in/fac_pubs/1498