Abstract
The task of the marketer is to facilitate the exchange with consumers. This exchange process can be inhibited if consumers face constraints to the purchase. The focus of the marketer should be not only product attributes but also any constraining factors in the purchase environment. This article provides a framework to identify and discuss these purchase constraints. The constraints facing the consumer could be: marketing, cultural, social, personal, or structural constraints. In addition to the traditional dichotomy of controllable and uncontrollable constraints, it is suggested there are constraints that may not be uncontrollable but may be semicontrollable. A purchase constraint matrix is constructed to outline the constraints and is followed by the implications to marketing managers and researcher.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
References
“Liquor Marketers See Growth Potential,”Advertising Age, Vol. 49, No. 5 (January 30, 1978), pp. 1, 39–41, 58–59.
Bartels, Robert,Comparative Marketing: Wholesaling in Fifteen Countries, (Homewood, Ill: Richard D. Irwin, Inc., 1963), pp. 301–304.
Belk, Russell W., “Situational Variables and Consumer Behavior,”Journal of Consumer Research, (December 1975), pp. 157–164; Sandell, Rolf Gunnar, “Effects of Attitudinal and Situation Factors on Reported Choice Behavior,” Vol. 5 (November 1968), pp. 405–408; Wicker, Allen W., “Processes Which Mediate Behavior-Environment Congruence,”Behavioral Science, Vol. 17 (1972), pp. 265–277.
Dillon, Thomas, “Forget Wants, Needs, Listen to Consumer Problems,”Marketing News, Vol. 11, (June 2, 1978), p. 6.
Engel, James F., David T. Kollat, and Roger D. Blackwell,Consumer Behavior, (Hinsdale, Illinois: Dryden Press, 1973).
Haire, Mason, “Projective Techniques in Marketing Research,”Journal of Marketing, Vol. 14 (April, 1950), pp. 649–656.
Howard, John A. and Jagdish N. Sheth,The Theory of Buyer Behavior, (New York: John Wiley & Sons, 1969), pp. 139–141.
Light, Larry, “Light Says Problem Research Will Give More Benefits Than Benefit Research,”Marketing News, Vol. 9, (September 26, 1975), p. 12.
McInnes, William, “A Conceptual Approach to Marketing,” in Reavis Cox, Wroe Alderson and Stanley J. Shapiro,Theory in Marketing, (Homewood, ill: Richard D. Irwin, Inc., 1964), pp. 51–67.
Rosenberg, M.J., “Cognitive Structure and Attitudinal Affect,”Journal of Abnormal and Social Psychology, Vol. 53, (1956), pp. 367–372.
Tauber, Edward M., “Reduce New Product Failures: Measure Needs as Well as Purchase Interest,”Journal of Marketing, Vol. 37 (July 1973), pp. 61–70; Tauber, Edward M., “How Market Research Discourages Major Innovation,”Business Horizons, (June, 1974) pp. 22–26.
Author information
Authors and Affiliations
Rights and permissions
About this article
Cite this article
Lepisto, L.R., Hannaford, W.J. Purchase constraint analysis: An alternative perspective for marketers. JAMS 8, 12–25 (1980). https://doi.org/10.1007/BF02721968
Issue Date:
DOI: https://doi.org/10.1007/BF02721968