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The Buying Behavior of Organizational Markets
The Buying Behavior of Organizational Markets
Farms,
Fisheries, Retailers Local Local
Forestry Groups
Financial
Institution
Other Services
Providers
Demand
Potential Buyer
Buying
Objectives
Buyer-Seller
Interaction
The Buying
Center
Kinds of
Buying Process
New-Task Modified
Straight Rebuy
Buying Rebuy
When organization A routine repeat Process undertaken
has a new need and purchase when the items
the buyer wants a purchased remain
great deal the same, but the
members are not
satisfied
Participants In Organizational
Buying Process
Users
• One who will use the product
Influencers
• Persons who influence the buying decision
Deciders
• Person who make decisions on product requirements and suppliers
Approvers
• Person who authorize the proposed actions
Buyers
• Person who are authorized to select the supplier and arrange the term of purchase
Gatekeeper
• Person who have the power to prevent sellers or information from reaching the buying center
Purchase Decision-making
Process
Recognition of a problem or need
When the firm recognize a need that can be satisfied by buying
The purchase
The buying process
General Factor
Personal
What Influence
Organizational
Buyers
Environmental
Specific Organizational
Factor
Interpersonal
Individual
End Of Chapter
Prepared by:
John Paolo Joson
John Kenneth Padua