3 Purchase behaviour. This covers a lot of possibilities. Some people shop online because they find it convenient and time saving, others because they find it easier to seek out bargains. Some people enjoy browsing in second-hand shops for bargains; such people are not necessarily poorer than those who shop in mainstream stores. Brand loyalty is also part of purchase behaviour – brand switchers simply pick up the cheapest, or the one on special offer, whereas brand loyalists will seek out their favourite brands.