What buying situations do organizational buyers face

analysing business market

1. What buying situations do
organisational buyers face ?

2. Business buyers face many decisions in making a
purchase whose no. Depends on the complexity of
problem, newness of buying requirement, no. Of
people involved and time required

3. The three types
of buying
situations are
Straight rebuy
New task
Modified rebuy

4. 1
Straight rebuy
The purchasing
department reorders
supplies on a routine
basis and choose
from suppliers on an
approved list

5. 2
Modified rebuy
Buyers want to
change product
specification, prices,
delivery requirement
or other terms

6. 3
New task
Purchaser buys a
product or service for
the first time

7. New task passes through several
stages

Awareness
Interest
Evaluation
Trial
Adoption

8. Mass media is important
during awareness stage
Technical sources are most
important during evaluation stage
Online selling efforts are
useful in all stages
Sales person have greatest
impact during interest stage

9. Sellers try to convert new task into a
rebuy

10. Straight
rebuy
New
task
Modified
rebuy
Decision making
Less involvement
More involvement

11. Business buyers
face many decision
in making a
purchase. There are
3 buying situations
each required for
different needs and
amount of
involvement
Summary