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Home→The Westburn Dictionary of Marketing→N→new task

new task

Definition:
One of three types of buying behaviour proposed by Robinson, Faris and Wind (Industrial Buying and Creative Marketing, 1967). The salient characteristics of a new task buying situation are: (a) the need for the product has not arisen previously; (b) little or no past buying experience is available to assist in the purchasing decision; (c) members of the buying unit require a great deal of information; (d) alternative ways of meeting the need are likely to be under review; (e) the situation occurs infrequently, but the decisions taken may set a pattern for more routine purchases subsequently, (f) opportunities exist at an early stage in the decision process for external (marketing) inputs to have an influence on the final decision made.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].