“Knowledge of the Process That Organisational Buyers Follow in Making Purchasing Decisions Is Fundamental to Responsive Business Marketing Strategy.”

“Knowledge of the process that organisational buyers follow in making purchasing decisions is fundamental to responsive business marketing strategy.” Discuss.

According to Frederick E. Webster, Jr. & Yoram, W (1972), organisational buying process is “ a form of problem solving, and a buying situation created when someone in the organization perceives a problem-a discrepancy between a desired outcome and the present situation that can potentially be solved through some buying action”. Organisational buying behaviour consists of all the deeds of organizational subordinates since they define a buying condition and identify, evaluate and choose among alternative brands and suppliers. This essay will discuss in detail the dynamics of organisational buying behaviour from a business perspective and also shedding light about the significance of companies knowing and following the proper process of organisational purchasing decisions.

It is essential to note that the literature on organisational buying ranges from basic to professional, applied and it is such a broad division which covers almost the whole spectrum of faculties such as economics, behavioural and management sciences. Organisational buying behaviour is an anchor element of the relationships that a company develops either as a part of a service of exchanges that rely on the market or as closer, long-term exchanges. It is a faculty which has been studied and implemented many years ago and it is every firm’s mandate to identify market trends, practice and utilise the process in making proper purchasing decisions so as to develop responsive marketing strategies. This would also aid in creating closure with organisational buyers and spotting profitable segments within the market. Organisational buying process is such a complex phenomena because it stems from abundance of factors internal to the organization and related to the market at large affecting the buying decision(Blois et.al 2000).

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