Industrial buying

Group 2A
 Topics
• Industrial buying.
• Factors influencing industrial buying.
• Buying Centre roles.
• Models of buyer behavior.
• Industrial buying process stages.
• Industrial buying practices.
• Enquiries and tenders.
• E-tendering, its benefits.
 Industrial buyer.

• Individual in a business, government agency, or association

who makes purchase decisions regarding services, raw
materials, product components, or finished goods.
• Also called organizational buyer.
• Industrial buyers are more, but not solely motivated in their
buying decisions by profit objectives than by personal
objectives
• require different marketing strategies than consumer buyers
 Factors influencing industrial buying
environmental factors

organizational factors

Interpersonal

individual factors.
 The Buying Decision Process

Need Recognition
Product Characteristics
Searching for and Qualifying Potential Suppliers
Analyzing Proposals
Making the Purchase Decision
Selecting the Order Routine
Evaluating Vendor Performance
Types of Buying Situations
New Task
Straight Re-buy
Modified Re-buy
Buy-Grid Model