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Group E-
Japneet Kaur
Gunjan Ahuja
Heena pura
Gunjeet Sodhi
ORGANISATIONAL BUYER BEHAVIOUR
¶The decision-making process by which formal
organisations establish the need for purchased
products and services, and identify, evaluate, and
choose among alternative brands and suppliers·
Kotler and Armstrong 1989
BUYING CENTER
A r
 is all those individuals and groups
who participate in the purchasing decision-making
process, who share common goals and the risks arising
from the decisions .
 BUYING CENTER:

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TYPES OF BUYING SITUATIONS

Straightrebuy
Modified rebuy
New Task


 the problem or need is totally different
from previous experiences.
 Significant amount of information is required.
 Buyers operate in the extensive problem solving stage.
 Buyers lack well defined criteria.
 Lack strong predispositions toward a solution.
  r
decision makers feel there are
benefits to be derived by reevaluating alternatives.
 Most likely to occur when displeased with the
performance of current supplier.
 Buyers operate in the limited problem solving stage.
 Buyers have well defined criteria.
   r
the problem or need is a recurring
or continuing situation.
 Buyers have experience in the area in question.
 Require little or no new information.
 Buyers operate in the routine problem solving stage.
 2. General
1. Problem 3. Product
Description
Recognition Specifications
of Need

5. Acquisition
4. Supplier  and Analysis
Search 
 of Proposals
 

7. Selection
6. Supplier 8. Performance
of
Selection Review
Order Routine
 FORCES INFLUENCING ORGANIZATIONAL BUYING
BEHAVIOR
‡Economic Outlook:
Domestic & Global
Environmental ‡Pace of Technological
Forces Change
‡Global Trade Relations
‡Goals, Objectives, and
Organizational Strategies
Forces ‡Organizational Position
Organizational of Purchasing
Buying
Behavior ‡Roles, relative
Group influence, and patterns
Forces of interaction of buying
decision participants

‡Job function, past

Individual experience, and buying
Forces motives of individual
decision participants
 

 
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ONLINE BUYING IN OBB
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