Pre-need purchasing behavior: An overlooked dimension in 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.