posted on August 15, 2002 03:50:28 PM
"Shoppers tend to be either transactional or relational.Transactional shoppers are focused only on today's transaction. They're willing to deal with a supplier they don't trust because they've spent a lot of time investigating the product and consider themselves the expert.... Transactional shoppers enjoy negotiating and are looking for the lowest-cost provider.
"Relational shoppers ... consider today's transaction to be one in a series of many. Relational shoppers don't enjoy comparison shopping or negotiating. They are looking for a supplier who is an expert they can trust.... Consequently, relational shoppers are far more likely to be repeat customers."
