Organizational Buying

1
Organizational Buying
2
Process Model
Organizational Needs Clear, concise,
tractable Appropriate, affordable, timely choic
e, speed, risk handled
Individuals Needs info, time, design
assistance info, convenience, assurance
Need assessment
Develop choicecriteria
Request forproposals
3
Process Model
Organizational Needs speed, easy,
comprehensive ease, speed,good deal user
friendly, effective, maintain-able
Individuals Needs assurance ofaccuracy easy,
assurance of good choice easy to use,
recognition
Supplierevaluation
Supplierselection
Fulfillment andmonitoring
4
Roles in the Buying Center

• Gatekeeper
• User
• Buyer
• Decider
• Analyzer
• Influencer

5
Nature of the Purchase

• Buy class
• Straight rebuy
• Modified rebuy
• New task
• Complexity
• Perceived risk
• Importance
• Time pressure

6
Internal Influences

• Personality
• Background and characteristics
• Perceived role
• Personal objectives
• Involvement
• Motivation
• Perceived power

7
Internal Organizational Influences

• Type of buyclass
• Organizational Involvement
• Strategy
• Culture and social influences
• Policies and procedures

8
External Influences

• Culture
• Industry
• Competition
• Economy
• Technology
• Regulations and laws
• Derived demand / channel structure