Organisational buyer behaviour is substantially different from final consumer behaviour in several ways:
1. Technical complexity. Technical complexity is frequently involved in organisational buying.
2. Inter dependence between buyer and seller. The interdependence between buyer and seller is likely to be greater in organisational buying. The buyer may have fewer alternatives for a given item, while the seller baby seriously affected by losing a large industrial account.
3. Negotiation through personal selling. Because of the greater needs for interaction between buyer and seller, a negotiation process is more likely to take place. As a result, personal selling assumes more importance.
4. Post purchase process . The post purchase process is likely to be more important in organisational buying because of the necessity for installation, service call, and warranty.
5. Individual needs. Organisational buyers are much more likely to have individual needs requiring sellers to design products to meet specification. As a result, organisation buyers are less likely to be pre sold on the basis of advertising than final consumer are. And other outcome of producing 2 specification is that segmentation of industrial market become less relevant. Some segments may be represented by one or two companies.
6. Close supplier relationship. Because of the smaller consumer base and importance and power of the large consumers, we observed close relationship between consumer and suppliers industry market supply are frequently expected to customise their offerings to individual organisational buyer needs. Contract go to those suppliers who operate with the buying in technical specification and delivery requirements.
7. Professional purchasing. Business or industrial goods are purchased by trained purchasing agent, who must follow organisations purchasing policies constraints, and requirements.
8. Several buying influences. Many people typically influence industrial or organisational buying decisions can final consumer buying decisions. Buying committees consisting of technical experts and even senior management is common in the purchase of measure goods. Consequently marketers of industrial goods have to send well-trained sales representatives and often sales team to deal with the well trained buyers. Also advertising sales promotion, and publicity play an important role in the promotional mix for industrial products, personal selling usually serves as the main marketing tool.
9. Leasing. Many industrial buyers lease their equipment instead of buying it. Listen is common with computers, shoe machinery, packaging equipment, and heavy construction equipment, delivery trucks, machine tools and companies automobiles.
