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Rahul Sharma, Lovely Professional University Unit 4: Business Markets and Business Buyer Behaviour

Unit 4: Business Markets and Business Buyer Behaviour Notes

CONTENTS
Objectives
Introduction

4.1 Business-to-Business Market: Classification of Business Customers
4.1.1 Traders
4.1.2 Manufacturers
4.1.3 Service Buyers
4.1.4 Systems Buyers

4.2 Business Buyer Characteristics
4.3 Purchase and Demand Patterns
4.3.1 Decision Approach and Purchase Patterns
4.3.2 Market Structure and Pattern of Demand
4.4 Factors Influencing Organisational Buyer Behaviour
4.4.1 Organisational Culture

4.4.2 External Influences on Culture
4.4.3 Internal Influences on Culture
4.4.4 Types of Decision Situations
4.5 Organisational Buyer Decision Process
4.5.1 Problem Recognition

4.5.2 Product Specification
4.5.3 Product and Vendor Search
4.5.4 Product and Vendor Evaluation
4.5.5 Product and Vendor Selection
4.5.6 Performance Evaluation
4.6 Organisational Buying Roles

4.7 Summary
4.8 Keywords
4.9 Review Questions
4.10 Further Readings

Objectives

After studying this unit, you will be able to:
Recognise organisational buyer characteristics

Identify the purchase and demand patterns of organisations

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