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Chapter 5

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5 views5 pages

Chapter 5

Uploaded by

Shruti Kakad
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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4/10/2024

Chapter 5
Organizational Buying Behavior
@ MET’s Insitute of Management
Prof. Nilesh chhallare

• 5. Organizational Buying Behavior: Introduction,


Organizational Buyer Characteristics,
• Purchase and Demand Patterns,
• Factors Influencing Organizational Buyer
Behavior,
• organizational Buyer Decision Process,
• Organizational Buying Roles

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Organizational Buying
• Organization buying is the 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.

10-04-2024 Nilesh C. 3

Roles in the Buying Center


Initiator Influencers Gatekeepers

Decider Purchaser Users

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Buying Center Roles


Initially perceives a problem and initiates the buying process to solve
Initiator
it.
Affects the purchasing decision by providing technical information or
Influencer other relevant (internal or external) information.

Controls the information to be reviewed by members of the buying


Gatekeeper group. (For example, buyer may screen advertising material and even
salespeople.)

Actually makes the buying decision, whether or not they have formal
Decider authority to do so. Could be the owner, an engineer or even the buyer.

Has formal authority to select and purchase products or services and


Buyer the responsibility to implement and follow all procurement
procedures.

Actually use the product in question. Can be inconsequential or major players in


User the process.
10-04-2024 Nilesh C. 5

Many Different People May Influence a Decision

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Organizational Buying Process


2. General
1 Problem or need 3. Product
Recognition
Description
Specifications
of Need

Organizational 5. Acquisition
4. Supplier
Buying Process and Analysis
Search
of Proposals

6. Supplier 7. Selection
8. Performance
Selection of
Review
Order Routine

10-04-2024 Nilesh C. 7

Organizational Buying Process


1. recognition of the organizational problem or need;
2. determination of the characteristics of the item and
the quantity needed;
3. description of the characteristics of the item and the
quantity needed;
4. search for and qualification of potential sources;
5. acquisition and analysis of proposals;
6. evaluation of the proposals and selection of
suppliers;
7. selection of an order routine;
8. performance feedback and evaluation.

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• Organizational Buying Behavior Organizational


Buying Behavior

Organizational Buying Behavior

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