13-07-2012, 04:30 PM
FACTORS INFLUENCING INDUSTRIAL BUYER DECISION
FACTORS INFLUENCING .ppt (Size: 159 KB / Downloads: 30)
INDUSTRIAL BUYER
Individual in a business, government agency, or association who makes purchase decisions regarding services, raw materials, product components, or finished goods; also called organizational buyer. Industrial buyers are more, but not solely, motivated in their buying decisions by profit objectives than by personal objectives and require different marketing strategies than consumer buyers.
Three Buying Situations
Modified rebuy—decision makers feel there are benefits to be derived by reevaluating alternatives.
Most likely to occur when displeased with the performance of current supplier.
Buyers operate in the limited problem solving stage.
Perceived Risk Components
Uncertainty about the outcomes of a decision.
The magnitude of consequences associated with making the wrong selection.