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Industrial Buying Behavior: Decision Making in Purchasing
Industrial Buying Behavior: Decision Making in Purchasing
Industrial Buying Behavior: Decision Making in Purchasing
behavior:
decision making in
purchasing
Program
Modified Rebuy
• New product from known supplier
• Existing product, new supplier
• Moderate uncertainty regarding outcome
Straight rebuy
• Known product from known supplier
• Low uncertainty regarding outcome
• (e.g. consumable items like MRO)
High risk
New task
Examples of purchasing situations
s
ing
New task
ild
Bu t
en
pm
ui
rs
ute
eq
mp
on
Co m c ti
du
ste o
sy Pr
ne
ho
lep
Te
Straight rebuy Modified rebuy
ar s
sc
si n es
Bu als
in
m
te r
es
vi c
t er
s er
pu
er
m
uri Co
Co
s
nt
ne
r e po
itu
urn
om
ef
cc
fic
ni
Of tro
ec
El
l s
ica
c h em
lk
Bu rts
pa
ls e
ria
ar
ate Sp
gm ies
a ni n pl
Cle ity up
ri c es
ec t
, el
fic
Routine task
Of
t er
wa
Low risk
s,
Ga
Major bottlenecks and problems
Supplier or brand specifications: most buyers are involved only to a minor extent in
the specification phase, so the specifications of the user are often designed ‘towards’ a
particular supplier