This presentation discusses the customer buying behavior of Thermax Ltd. It outlines the three key departments involved - Marketing, Project, and Purchasing. The Marketing department deals directly with customers. The Project department studies customer requirements, provides schedules, and ensures delivery. The Purchasing department works with vendors. When customers have a need, they look to past projects and suppliers. They issue inquiries and receive quotes, comparing factors like price, quality, delivery terms, and reputation to select the lowest bidder. The customer then negotiates and issues a Letter of Intent, later converting it to a purchase order if agreed terms are met.