Business buying behavior refers to the buying behavior involved in a business ,that is,organizations that buy goods and service for use in the production of other products and services that are sold,rented or supplied by others. in the business buying process , business buyers determine which products and services their organization need to purchase,and then find, evaluate and choose among alternative suppliers and brands.
Business to business marketers ,also know as B2B,must do their best to understand business markets and business buyer behavior. In some ways, business markets are similar to consumer markets,this is because both involve people who assume buying roles and make purchase decisions to satisfy needs. However, business markets may differ in many ways from consumer buying. The main differences which may result from a business market to a customer market are in the market structure,demand, the nature of the buying unit, the types of decisions and the decision process involved.
The first difference may be the fact that in a business decision making,there are more decision participants and a more professional purchasing effort. Often,business buying is done by trained purchasing agents who spend their working lives learning how to buy better. Their professional approach and greater ability to evaluate technical information leads to more cost effecting buying.Then there are different buying roles which are the initiation, influencer, users, buyer, decision maker and the gatekeeper. The initiation is that person/s in an organization who will recognize there is a problem or need. The influencer is then the one which with his opinions or says will influence a purchase rather than another, the influencers are generally also found in consumer buying process. We also have the decision maker which of course is the one who will evaluate the alternatives,take in consideration quality,value and supplier and will be the one taking the final decision. Then...
Please join StudyMode to read the full document