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  • The Buying Behavior of Organizational Markets

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    john paolo joson
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    This chapter discusses organizational buying behavior and markets. It outlines that organizational markets include industrial, reseller, government, and non-profit markets. It also describes the buying center of an organization which includes users, influencers, deciders, approvers, buyers, and gatekeepers. Finally, it explains the organizational buying process which involves problem recognition, information search, supplier evaluation and selection, purchase, and performance evaluation.

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    This chapter discusses organizational buying behavior and markets. It outlines that organizational markets include industrial, reseller, government, and non-profit markets. It also describes the buying center of an organization which includes users, influencers, deciders, approvers, buyers, and gatekeepers. Finally, it explains the organizational buying process which involves problem recognition, information search, supplier evaluation and selection, purchase, and performance evaluation.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    12 views8 pages

    The Buying Behavior of Organizational Markets

    Uploaded by

    john paolo joson
    This chapter discusses organizational buying behavior and markets. It outlines that organizational markets include industrial, reseller, government, and non-profit markets. It also describes the buying center of an organization which includes users, influencers, deciders, approvers, buyers, and gatekeepers. Finally, it explains the organizational buying process which involves problem recognition, information search, supplier evaluation and selection, purchase, and performance evaluation.

    Copyright:

    © All Rights Reserved
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    of 8

    Chapter 3

    The Buying Behavior


    of Organizational
    Markets
    Organizational
    Market

    Industrial Reseller Government Non-profit


    Market market Market Organization

    Manufacturers Wholesaler National National


    Groups

    Farms,
    Fisheries, Retailers Local Local
    Forestry Groups

    Financial
    Institution

    Other Services
    Providers
    Demand

    Potential Buyer

    Buying
    Objectives

    Organizational Buying and Its


    Buying Criteria
    Characteristics
    Size of Order or
    Purchase

    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

    Search for information about product


    Find possible solution

    Evaluation and selection of supplier


    Use of choice criteria

    The purchase
    The buying process

    Performance evaluation and feedback


    For future references
    Economic

    General Factor
    Personal

    What Influence
    Organizational
    Buyers
    Environmental

    Specific Organizational
    Factor
    Interpersonal

    Individual
    End Of Chapter
    Prepared by:
    John Paolo Joson
    John Kenneth Padua

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