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SECTION

TITLE
Part I - The Schedule

Solicitation/Contract Form

Supplies or Services and Price/Costs

Description/Specifications/Statement or Work

Packaging and Marking

Inspection and Acceptance

Deliveries or Performance

Contract Administration Data

Special Contract Requirements

Part II - Contract Clauses

Contract Clauses
Part III - List of Documents, Exhibits, and Other Attachments

List of Attachments
Part IV -Representations and Instructions

CHAPTER

Representations, Certifications, and Other Statements or Offerors or Quoters

Instructions, Conditions, and Notices to Offerors or Quoters

Evaluation Factors for Award

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Household Customer Decision Making and the

Three Customer Roles
CONCEPTS

USER

PAYER

BUYER

HOUSEHOLD CUSTOMERS DECISIONS: UNIQUE ASPECTS

Family and nonfamily
households

Family decisions

Childrens influence

CHAPTER

In nonfamily
In families where user
households user and
payer roles often
payer roles reside
separate users need to
more likely in the
persuade payers.
same individual.
User values
normatively influences
by nonuser family
members.
Users initiate and
Payers approve or
gather information
disapprove category
about desirable
purchase.
alternatives.
Very young children as Children on allowances
users depend on parents look for price and
as payers and buyers.
value.
Adolescent children
influence user decisions
on products for
common use.

In nonfamily
households, members
may alternate buyer
role across situations,
but users may not
surrender their choice
decision responsibility.
Buyers often influence
brand choices.
Teenagers assume
purchase task,
including brand
decisions, for routine
shopping and seek
convenience value the
most.

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Household Customer Decision Making and the Three

Customer Roles (contd)
CONCEPTS

USER

PAYER

BUYER

HOUSEHOLD CUSTOMERS DECISIONS: UNIQUE ASPECTS

CHAPTER

Consumer socialization
of children

Observation of adults
and mass media
socialize children into
becoming users.

Payer role socialization

is the hardest to come.
Debt accumulation on
credit card is a major
concern of parents.

Accompanying parents
on shopping trips
socializes children into
buying roles.

Intergenerational
influence

Users values
considerably influenced
by and between the
generations. Influence
base on product
expertise or taste.

Financial resources
enable payers to
influence user choices
across generations.

Types of stores one

shops at can be
influenced by
intergenerational
influence.

Conflict resolution

User-user conflict on
items for common use.
Usually resolved by
problem solving

User-pay role separation Buyers imposing their

principal source of
own user values can
conflict.
cause conflict.
Often resolved by
bargaining.

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Business Customer Decision Making and the

Three Customer Roles
CONCEPTS

USER

PAYER

BUYER

BUSINESS CUSTOMERS DECISIONS: UNIQUE ASPECTS

CHAPTER

Role
specialization

Users focus on
performance value
evaluation.

Payers focus on budget Buyers, often separate

allocations.
from users and payers,
specialize in buying task.

Formalized
process

Users submit a formal

requisition and technical
specifications.

Payers use sound

budgeting practices.

Accountability

Users accountable for

correct specifications.

Internal
capabilities

User capabilities may

lead to in-house
production.

Complexity

Need identification may

be an extended process.

Buyers follow well-laidout

policies and processes.
Buyers accountable for
professional buying.

Strong financial position Buyers with low skills may

can gain favorable
draw on external advice.
terms for suppliers.
Buyers may need to
coordinate with multiple
suppliers.

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Business Customer Decision Making and

the Three Customer Roles (contd)
CONCEPTS

Buyclass

CHAPTER

USER

PAYER

BUYER

BUSINESS CUSTOMERS DECISIONS: UNIQUE ASPECTS

Users may automate the
For new task buys, payers Rebuys may be routinized
requisition for rebuys.
may have to juggle
and automated. New task
money.
buys would require
professional talents to
buyers.

Buying center

Buying center brings all

roles together.

Payers often are the

deciders in the buying
center.

Buyers bring vendors and

users together.

Decision
process

Users most active at the

specification and vendor
screening stage.

Payers most active at the

decisions stage.

Buyers active throughout

the decision process.

Conflict
resolution

Three roles often in

conflict.

Payers often overly

concerned with cost
minimization.

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Government Customer Decision Making and the

Three Customer Roles
CONCEPTS

USER

PAYER

BUYER

GOVERNMENT CUSTOMER DECISIONS: UNIQUE ASPECTS

CHAPTER

Bid evaluation

Users conduct technical

evaluation.

Acquisition
teams

Play important role on

acquisition teams.

Acquisition
reforms

Greater authority to users

for direct purchase.

Payers engage in cost

evaluation of the bid.

Buyers coordinate and

intensely participate in price
evaluation.
Buyers handle principal
responsibility for
acquisition.

With rising concern with

waste, payers would have
to do budget allocations
more conscientiously.

Buyers job made more

efficient.