Organizational Buying Process

1
Organizational Buying Process
1. Problem Recognition
2. General Description of Need
3. ProductSpecifications
4. Supplier Search
5. Acquisitionand Analysisof Proposals
6. Supplier Selection
7. SelectionofOrder Routine
8. PerformanceReview
2
Forces Influencing Organizational Buying Behavior
(Webster-Wind Model)

• Economic Outlook Domestic Global
• Pace of Technological Change
• Global Trade Relations

A projected change in business conditions can
drastically alter buying plan.
EnvironmentalForces

• Goals, Objectives, and Strategies
• Organizational Position of Purchasing

OrganizationalForces
OrganizationalBuyingBehavior

• Roles, relative influence, and patterns of
  interaction of buyingdecision participants

GroupForces
IndividualForces

• Job function, pastexperience, and buyingmotives
  of individualdecision participants

3
The Buygrid Framework for Organizational Buying
Situations
4
Questions for the Industrial Salesperson

• Which member takes part in the buying process?
• What is each members relative influence in the
  decision?
• What criteria is important to members in the
  evaluation process?

5
Major Elements of Organizational Buying Behavior
The behavior of organizational buyers is
influenced by environmental, organizational,
group, and individual factors.