CONSUMER BEHAVIOUR

Organisational Buying Behaviour

Session 2
16 th October, 2017

Dr. AVIJIT CHAKRAVARTI 9891164560

 INTRODUCTION

Organisational buying is a complex process of decision making and

communication, which takes place over time, involving several organisational
members and relationships with other firms and institutions.

1. Need recognition
2. Definition of the characteristics and quality of items needed
3. Development of the specifications to guide the procurement
4. Search for and qualification of potential sources
5. Acquisition and analysis of proposals
6. Evaluation of proposals and selection of suppliers
7. Selection of an order routine
8. Performance feedback and evaluation
 SOME POINTERS
1. Organisational buying is a multi-person buying activity. There are users like
the production department; influencers like managing director, consultants
etc; deciders like a purchase committee; buyers like people from the
purchase department; gatekeepers who control the flow of information in
an organisation; specifiers like design experts, consultants etc.

2. It is a formal activity that follows procedures.

3. Longer time lag between efforts and results.

4. Rational but also emotional activity.

5. Uniqueness of the organisation.

 WHAT ARE THE INFLUENCES?
1. Environmental factors: These include political, cultural and social
environment. These interact with each other to produce information, values,
norms and general business conditions.

2. Organisational factors: These are influenced by the vision and mission of the
organisation.

3. Interpersonal factors: Leads to an understanding of internal dynamics,

conflict resolution etc.

4. Individual factors: Understanding of individuals as different from

orgnisations.

5. Reducing risk factors: To make the buying process easier.