Factors Affecting the Organization’s Buying Behaviour

5062 Words Nov 16th, 2012 21 Pages
Factors affecting the Organization’s Buying Behaviour

Anum Khan
Asma Siddiqui
Ayesha Majid
Hamza Muhammad Ms. Maryyam Khan
Industrial Marketing, A
SSC 206
July 13, 2012
Lahore School of Economics
The organizational purchase behavior is the most complex process the organizations have to deal with in the buying process. The decision making authority and central influencing departments will evolve around the buying center. The roles which have to be carried by the buying center in the purchase decision making have been highlighted through research. The five members in the buying center are the users, influencers, deciders, buyers and gatekeepers. The users are the individuals who will use the product. Buyers are the ones who will be
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Organizations have to perform SWOT analysis and analyse the upcoming opportunities and threats. The external factors have become increasingly significant, example there are government policy restrictions involved in the buying process. All the environmental factors have to be taken under consideration in making the purchase decision in an organization. The opportunity of going green and providing more environmental friendly products have become increasingly important. The environmental factors are determined by the size of organization, structure of organization, the level of decentralization and orientation. The brand image needs to cater to the socially ethical behaviour and form a positive perception in the consumers mind. In the decision making process the organizations members need to find suppliers who will work consistently with the organizational goals and provide the crux of general public concern.
Hypothesis statement
Factors affecting the Organization’s Buying Behaviour
Sub-hypothesis
1. The organizational buying decisions are directly influenced by the individuals in the buying centre 2. The organizational buying decisions are directly influenced by the relationship existing between the buyer and seller 3. The organizational buying decisions are directly influenced by the use of technology in the buying centre 4. The buying decisions are directly influenced by the ethical factors
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