Modified rebuy decisions occupy a middle position on the continuum between
straight rebuys and new tasks. In these cases, the buyer has experience in purchasing
the product in the past but is interested in acquiring additional information regarding
alternative products and/or suppliers. As there is more familiarity with the decision,
there is less uncertainty and perceived risk than for new task decisions. The
modified rebuy typically occurs as the result of changing conditions or needs. Perhaps
the buyer wishes to consider new suppliers for current purchase needs or new
products offered by existing suppliers. Continuing the example of buyerseller experiences
at Mitsubishi, the company’s recent decision to reexamine their methods and