if relational exchange is low and emotional bond are low we have transaction customer with minimal personal relationship and no anticipation of future exchange. transaction customer are price sensitive and prone to deals. they regard the product as a commodity and will buy from the seller offering the lowest price, switching across seller from transaction to transaction. in business market these customer use either the minimum price or lowest total cost model of buyer behavior . exchange between seller and customer are neither enduring nor close and connection and interaction is limited to particular transaction