Organizational Buyer Decision Roles and Buying Process

Organzational buyer decision process and organization buying roles has been discussed precisely and step up step in the slides.

1. CONSUMER BEHAVIOUR
ORGANIZATIONAL BUYER
DECISION PROCESS &
ORGANIZATIONAL
BUYING ROLES
20-MBAK-51 | GH5840
Zainab Ghazi
Group
10
20-MBAK-14 | GJ8150
Mahmood Shaikh
Aligarh Muslim University

2. Organisation buying is the decision-making
process by which formal organizations establish the
need for purchased products and services and
identify, evaluate and choose among alternative
brands and suppliers.

ORGANIZATIONAL
BUYING

3. While buying decisions are made relatively easily and
quickly by individual customers, organizational buying
involves thorough and deep analysis

Organisational
Buying Process

4. Awareness and
Recognition of Need

1
Specification and
Research

2
Searching potential
vendors

3
STEPS

5. Proposal
Solicitation

4
Evaluation
and selection of
vendors
5
Order
and
Review
6
STEPS

Post Purchase
Evaluation
7

6. The first stage of the business buying
process in which someone in the
company recognizes a problem or
need that can be met by acquiring a
good or a service.


Step 1: Awareness and
Recognition of Need

7. At this stage of business buying Process Company
describes the general characteristics and quantity
of a needed item
a) Definition of characteristic needed.
b) development of product specifications
Step 2: Specification
and Research

8. At this stage the buyer determines the
various sellers that have the ability to
provide the required quantity and
quality of the good or service.


Step 3: Searching
Potential Vendors

9. At this stage, The buying team asks for
detailed proposals from the suppliers
and analyses the proposals against
previously developed criteria.


Step 4: Proposal
Solicitation

10. Shortlisted suppliers are then
evaluated on the basis of price,
performance and value for money.


Step 5: Evaluation and
Selection of Vendors

11. This step involves the selection of the
final product and the supplier based
on the information gathered during
the Evaluation Process and the order is
placed.

Step 6: Order and
Review

12. This step involves the selection of the
final product and the supplier based
on the information gathered during
the Evaluation Process and the order is
placed.

Step 7: Post Purchase
Evaluation

13. ORGANIZATIONAL
BUYING
ROLES

14. • The decision making unit of a buying organization is called its
buying center.
• All the individuals and units that play a role in the business
purchase decision making process.
• This group includes the actual users of the product or service ,
those who make the buying decision, those who influence the
buying decision , those who do the actual buying and those who
control buying information
Buying Roles

15. Kinds of
Buying
Roles
Initiator
Users
Influencers
Deciders
Approvers
Buyers
Gatekeepers

16. Initiators
• Those who request that something be purchased
• They may be users or others in the organization
• These are the people who “initiate” or start the buying
process

17. Users
• Those who will use the product or services
• Users initiate the purchase process, generate purchase specs,
and evaluate product performance after the purchase
• In many cases the users initiate the buying proposal and help
define the product requirements.

18. Influencers
• People who influence the buying decision
• They often help define specification and also provide
information for evaluating alternatives
• Technical persons are generally important influencers

19. Deciders
• People who decide on product requirements or on suppliers
and those who have authority to select the suppliers.
• For major purchases, the final decision is taken by top
management

20. Approvers
• People who authorize the proposed action of
deciders and buyers
• They could also be personnel from top management
or finance department or the users

21. Buyers
• People who have formal authority to select the supplier and
arrange the purchase terms
• Buyers paly their major role in selecting vendors and
negotiating
• The buyers might include high level managers

22. Gatekeepers
• People who have the power to prevent sellers or information
from reaching members of the buying center
• For example – purchasing agents , receptionists may prevent
salespersons from contacting users or deciders.

23. C O N C L U S I O N
• The complete seven-stage buying process describe applies to new tasks, which
typically require more complex, involved purchasing decisions.
• For rebuys and routine purchases, organizations use abridged versions of the
process.
• The buying roles group includes the actual users of the product or service , those
who make the buying decision, those who influence the buying decision , those
who do the actual buying and those who control buying information.
• Important for organization building and efficiency

24. THANK
YOU
Group 10