ORGANISATION BUYING

BEHAVIOUR
 INRODUCTION

It’s a decision-making process by which

formal organizations establish the need
for purchased products and services
and identify, evaluate, and choose
among alternative brands and
suppliers.
 BUSINESS MARKET

It is the organization which purchases

goods and services to further produce
products or services which can be sold.
 CHARACTERISTIC

 Fewer, larger buyers: The business marketer deals with

fewer ,but larger buyers than the consumer marketer does.
 Close supplier-customer relationships : Because of small
customer base and power of large customers there is
frequent customization of their offerings .
 Inelastic demand : the demand is not much affected by
price changes in many business goods and services.
 Fluctuating demand : the demand of business goods tends
to be more volatile when compared to consumer goods.
 Professional purchasing : Goods are normally purchased
by trained purchasing agents who must understand
constraints and requirements.
 . Derived demand : The demand for business goods is
derived from the demand of consumer goods.For this
reason the business marketer must closely monitor the
buying patterns.
 . Multiple sales calls : Involvement of more players leads
to multiple sales calls to win most business orders.