Chapter 3 Organisational Buying Behaviour
Published: November 2011
Component type: chapter
Published in: Business Marketing: The Theory and Practice of B2B
Parent DOI: 10.23912/978-1-906884-54-3-2069
This chapter introduces traditional views about organisational buying behaviour, before progressing to consider the importance of relationships and the contribution that systems and technology have made to this aspect of business marketing. The chapter starts with a comparison of the main characteristics associated with both consumer and organisational purchasing behaviour. Then, following an examination of the decision making unit and the decision making processes generally assumed to be adopted by organisations, the focus moves to reflect upon the different influences that can impact on an organisation’s purchasing activities. The last section looks at the nature of uncertainty and the way in which organisations attempt to reduce buyer-perceived risk. It ends by examining how relationships between buyers and sellers can evolve and affect the purchasing behaviour of organisations.
- Chris Fill (Author)
- Scot McKee (Author)
For the source title:
- Chris Fill (Author)
- Scot McKee (Author)
Fill & McKee, 2011
Fill, C. & McKee, S. (2011) "Chapter 3 Organisational Buying Behaviour" In: Fill, C. & McKee, S. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-906884-54-3-1760
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