3 hành vi mua hàng của khách hàng công nghiệp

29/08/2012
1
Chapter 3
Organisational Buying &
Buying Behavior
www.dinhtienminh.net
DINH Tien Minh
University of Economics of HCMC
Faculty of Commerce – Tourism – Marketing
DINH Tien Minh
Objectives
2
Understand organisational buying objectives.
Gain knowledge organisational buying process
including the types of buying situation.
Identify the members of decision making unit.
Understand some of models of organisational
buying behavior.
29/08/2012
2
Outline
3.1 Purchasing Objectives
3.2 Organisational Buying Process
3.3 Types of Purchase or Buying Situations
3.4 The Buying Center
3
3.5 Models of Organisational Buying Behavior
DINH Tien Minh
4
3.1. Purchasing Objectives
Buying the right item in the right quantity, at

the right price, for delivery at the right time
and place.
What’s right for each dimension?
 Delivery/ Availability
 Product quality
 Lowest price
 Services
 Supplier relationship
DINH Tien Minh
29/08/2012
3
5
3.1. Purchasing Objectives (cont’)
DINH Tien Minh
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The firm and personal objectives.
More complex than the consumer decision process
and takes place within formal organization’s budget,
cost, and profit considerations.
3.2. Organisational Buying Process
6
Source: Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3
rd
edition.
DINH Tien Minh
29/08/2012
4
Stage 1: Anticipate a problem/need and a
general solution
 Need to provide employees with a good cup of coffee

to enhance productivity.
Stage 2: Determine the characteristics and
quantity of a needed good or service
 Offering a coffee system that brews one cup of coffee
at a time according to each employee’s preference.
7
3.2. Organisational Buying Process (cont’)
DINH Tien Minh
Stage 3: Describe characteristics and the
quantity of a needed good or service
 Firms need a simple system for
brewing a good cup of coffee; quantity
requirements are easily correlated to the
number of coffee drinkers .
Stage 4: Search for and qualify potential
sources
 Choice of supplier.
8
3.2. Organisational Buying Process (cont’)
DINH Tien Minh
29/08/2012
5
Stage 5: Acquire and Analyze proposals
 May involve competitive bidding, especially if the
buyer is the government or a public agency.
Stage 6: Evaluate proposals and Select
suppliers
 Buyers choose proposal best suited to their needs.
 Final choice may involve trade-offs between feature
such as price, reliability, quality, and order accuracy.

9
3.2. Organisational Buying Process (cont’)
DINH Tien Minh
Stage 7: Select an order routine
 Buyer and Vendor work out best way to process
future purchases.
Stage 8: Obtain feedback and Evaluate
performance
 Buyers measure vendors’ performance.
 Larger firms are more likely to use formal evaluation
procedures.
 Some firms rely on outside organizations to gather
quality feedback and summarize results.
10
3.2. Organisational Buying Process (cont’)
DINH Tien Minh
29/08/2012
6
11
3.3. Types of Purchase or Buying Situations
Source: Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3
rd
edition.
DINH Tien Minh
12
Source: Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3
rd
edition.
3.3. Types of Purchase or Buying Situations
DINH Tien Minh

29/08/2012
7
3.4. The Buying Center
13 DINH Tien Minh
3.5. Models of Organisational Buying Behavior
14
Nguồn: Adapted from F.E. Webster, Jr and Y. Wind, “A General Model of Organisational Buying Behaviour”,
Journal of Marketing, 36, 2 (April, 1972), 12-19.
DINH Tien Minh
29/08/2012
8
15
Nguồn: Adapted from Jagdish N. Sheth, “A Model of Industrial Buying Behaviour”, Journal of Marketing, 37,
Oct, 1973, 50-56.
3.5. Models of Organisational Buying Behavior
DINH Tien Minh
www.dinhtienminh.net