Future Business Leaders of America (FBLA) Advertising Practice test

If Riley always buys BMW cars without considering the competition, this is an example of?

1. Repeat purchase

2. Unsought purchase

3. New purchase

4. Modified purchase

The correct answer is: Repeat purchase

The scenario describes a situation where Riley consistently chooses BMW cars without exploring other options in the marketplace. This behavior typifies a repeat purchase, which refers to a consumer's decision to buy the same brand or product again after a prior positive experience. Consumers who make repeat purchases are typically brand loyal, meaning they trust the quality and performance of the brand they choose. In Riley's case, the ongoing choice of BMW suggests a strong preference and satisfaction with that brand, leading to habitual purchasing. This loyalty often stems from factors such as prior satisfaction, brand reputation, or perceived reliability, all of which reinforce the decision to buy without engaging in comparison with competitors. The other types of purchases mentioned would involve different behaviors. An unsought purchase is typically associated with products that consumers do not actively seek out, like life insurance or funeral services. A new purchase would involve a consumer buying a product or brand they have never tried before, while a modified purchase indicates a variable decision where a consumer makes adjustments to an existing product based on experience or preference, which does not apply in Riley's case. Thus, the concept of repeat purchase aptly captures Riley's buying behavior.