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Organisational Buying and Buying Behaviour
Organisational Buying and Buying Behaviour
Organisational Buying and Buying Behaviour
Chapter 3
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Chapter Questions
• What are the purchasing objectives of business buyers?
Copyright © 2014 by McGraw Hill Education (India) Private Limited. All rights reserved.
Buyers
• Purchasing objectives
– Perfect delivery /ready availability
– Superior quality of product / service
– Lowest price
– Good long-term supplier relationship
• Personal objectives
– Higher status
– Job security
– Salary increments
– Promotions
– Social considerations
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Buying Process of Organisational Buyers
4
Supplier/Vendor Analysis using Multi
Copyright © 2014 by McGraw Hill Education (India) Private Limited. All rights reserved.
attribute model
Attributes Weight Supplier Total
(or Criteria) (or Importance) Performance Rating Score
Product Quality 3 8 24
Service Quality 3 7 21
Price 2 6 12
Reputation 1 8 08
Flexibility 1 6 06
Total 10 71
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Buying Process of Organisational Buyers
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Buying Centre Members And Key
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Influentials
Deciders
Users
Gatekeepers
Organisational
Roles in
Buying
Models of Organisational Buying
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Behaviour
• Most important factors influencing organisational
buyers:
– Organisational / Task – oriented
– Personal / non-task oriented
– Enviromental
– Buying Centre
Individual variables
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The Choffray and Lilien Model
Negotiation
Organisational preferences
Group problem solving
Organisational choice
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Contemporary Purchasing Activities
• Out sourcing
• World sourcing
• Single sourcing
• Value analysis / Value engineering
• Supplier evaluation system/Multi attribute model
Copyright © 2014 by McGraw Hill Education (India) Private Limited. All rights reserved.
1. Superior Websites
2. Higher Quality Content
3. Video Content
4. Personalized Communications
5. ConsolidatingMartech
6. Chatbots Are Multiplying
7. Email Marketing Is Still Going Strong
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Multilevel Marketing of Amway India
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