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Webster and Wind
- 1. With reference to the Webster and Wind model explain the key factors affecting organizational buying decisions Introduction Organizational marketing effectiveness can be achieved by marketers by not only understanding the nature of industrial buying but also by understanding the industrial buying behavior. Industrial buying behavior however it is a complicated process which cannot be explained by single explanatory variable such as price, total cost, reciprocity, or ego enhancement. Any reasonably complete model of organizational buying behavior must be capable of dealing with the complexity of industrial buying decisions which involve many people users, deciders, influencers and buyers are technical in nature, are made over long periods of time, and require complex interaction of personal, interpersonal, organizational and environmental factors in determining buyer response to marketing effort. The Webster and Wind’s model (1972) outlines four classes of factors that determine industrial buying behavior. These factors include Individual, Social, Organizational, Environmental. They classified these factors as tasks and non-tasks factors. Task factors or economic factor models view organizational buyer as an economic man