• Within the organization, buying activity consists of two major parts: the buying center and the buying-decision process. • The model in Figure 6.1 suggests four questions about business buyer behaviour: What buying decisions do business buyers make? Who participates in the buying process? What are the major influences on buyers? How do business buyers make their buying decisions? Figure 6.1: A Model of Business Buyer Behaviour 6.2.1 Major Types of Buying Situations • There are three major types of buying situations. • Straight Rebuy: Here the buyer reorders something without any modifications. • Modified Rebuy: In this situation, the buyer seeks a change in specifications, prices, terms, or suppliers. • New Task: Here the company is buying the product for the first time and faces the greater costs and risks.
3/4/2015 3 6.2.2 Participants in the Business Buying Process • Who does the buying of the goods and services needed by business organizations? • The decision-making unit of a buying organisation is called its buying centre : all the individuals and units that participate in the business decision-making process. • The buying center includes all members of the organization who play any of five roles in the purchase decision process: users, influencers, buyers, deciders, and gatekeepers. • The buying center is not a fixed and formally identified unit within the buying organization. • It is a set of buying roles assumed by different people for different purchases. 6.2.3 Major Influences on Business Buyers • Business buyers are subject to many influences when they make their buying decisions. • Business buyers respond to both economic and personal factors. • When suppliers’ offers are very similar, business buyers have little basis for strictly rational choice. • Because they can meet organizational goals with any supplier, buyers can allow personal factors to play a larger role in their decisions. • Figure 6.2 lists various groups of influences on business buyers – environmental, organizational, interpersonal, and individual.
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