This document discusses consumer and organizational buying behavior. It defines consumer and organizational markets, and explains the consumer buying process and model of consumer behavior. For organizational buying, it describes the buying center which includes initiators, users, influencers, deciders, approvers, buyers and gatekeepers. It outlines features of organizational buying, different buying situations, and influences on the buying center. Finally, it presents the stages in the organizational buying process.

1. Buyers Behavior
Dr. Gopal Thapa
Associate Professor
Tribhuvan University

2. Consumer Market
 All the individuals and households who buy or
acquire goods and services for personal
consumption.
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University, Nepal

3. Consumer Buyer Behavior
 The buying behavior of final consumers –
individuals and households who buy goods and
services for personal consumption
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University, Nepal

4. Model of Buyer Behavior
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University, Nepal

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University, Nepal

6. Consumer Buying Process
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University, Nepal

7. Organizational Buying
Dr. Gopal Thapa
Associate Professor
Tribhuvan University

8. Organizational Buying
 Organizational 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.
 Frederick E. Webster and Yoram
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9. Features of Organizational Buying
 Fewer, larger buyers
 Close supplier-customer relationships
 Professional purchasing
 Multiple buying influences
 Multiple sales calls
 Derived demand
 Inelastic demand
 Fluctuating Demand
 Geographically concentrated buyers
 Direct purchasing
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10. Buying Situations
 Straight rebuy
 Modified rebuy
 New task
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11. Participants in the Business Buying
Process
 The buying center
 Buying center influences
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12. The Buying Center
 The decision making unit of a buying organization
is called its buying center.
 The buying center includes all members of the
organization who play any of the seven roles in
the purchase decision process.
 One people may play multiple roles.
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13. The Buying Center
 Initiators
 Users
 Influencers
 Deciders
 Approvers
 Buyers
 Gatekeepers
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14. Buying Center Influences
 Interpersonal factors
 Authority, interest, status, persuasiveness
 Personal factors
 Age, income, education, job position, personality,
attitudes towards risk and culture
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15. Stages in the Buying Process
 Problem Recognition
 General need description and product specification
 Suppliers search
 Proposal solicitation
 Supplier selection
 Order routine specification
 Performance review
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16. Any Queries?
Thank you
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