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4. Business Buying Behavior

verfasst von : Sabine Fließ, Wesley Johnston, Christina Sichtmann

Erschienen in: Fundamentals of Business-to-Business Marketing

Verlag: Springer International Publishing

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Abstract

The objective of this chapter is to explain the decision-making process underlying organizational-buying behavior. Three main questions are addressed: Who is the buyer? What is the meaning of organizational-buying behavior? What are the main factors affecting organizational-buying behavior? In addition, different theories of buying behavior are described that help the analysis of organizational-buying behavior.

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Vorheriges Kapitel Introduction to Business-to-Business Marketing

Nächstes Kapitel Procurement Policy

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Cf. Sect. 1.1.3.

Cf. Sect. 1.1.

The activities of the seller are discussed as the “selling center” in the literature.

However, coercive power seems to be important for big buying centers.

However, the use of legitimate power is only attested by the study of Naumann and Reck (1982) as opposed to the finding of Patchen (1974) and Spekman (1979).

However, there seems to be no significant relationship between power strength and the purchase situation. There is no more use of power in new task situations than in straight rebuy situations.

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Titel: Business Buying Behavior
verfasst von: Sabine Fließ
Wesley Johnston
Christina Sichtmann
Verlag: Springer International Publishing
Buch: Fundamentals of Business-to-Business Marketing
Print ISBN: 978-3-319-12462-9

Electronic ISBN: 978-3-319-12463-6

Copyright-Jahr: 2015
DOI: https://doi.org/10.1007/978-3-319-12463-6_4