Models of Industrial Buying Behaviour
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Transcript of Models of Industrial Buying Behaviour
8/7/2019 Models of Industrial Buying Behaviour
http://slidepdf.com/reader/full/models-of-industrial-buying-behaviour 1/7
8/7/2019 Models of Industrial Buying Behaviour
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MODELS OF INDUSTRIALMODELS OF INDUSTRIAL
BUYING BEHAVIOURBUYING BEHAVIOUR
yThere are two models to explain
the industrial buying behavior:
(i)The Webster and wind model
(ii)The Sheth model
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ORGANISATIONAL VARIABLES�Objectives/goals
�Organisation structure
�Purchasing policies &
procedures
�Evaluation & reward system
ENVIRONMENTAL
VARIABLES
�Physical
�Technological
�Economic
�Political & legal
�Cultural
�Customer demands
�Supplier information
WEBSTER AND WIND MODELWEBSTER AND WIND MODEL
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INDIVIDUAL VARIABLES
�Personal goals
�Education
�Experience
�Value
�
Lifestyle�Income
�Job position
ORGANISATIONAL
BUYING DECISIONS
�
Choice of supplier�Delay decision & search for
more information
�Make or lease or buy
�Do not buy
BUYING CENTRE
VARIABLES
�Authority�Size
�Key influencers
�Interpersonal relationship
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SHETH MODELSHETH MODEL
Component 1 Component 2
Difference
among
individualbuyer caused
by factors:
�Background of
individuals
�Active search
�Perceptualdistortion
�Satisfaction
with past
purchase
Variables that
determine if the
buying decision isautonomous or
joint:
(A) Product
specific factors,
including
time pressure,
perceived risk
(B) Companyspecific factors
,including
Company
size,company
orientation
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Component 3 Situational
factors
Methods
used for
conflict
resolution in
joint decisionmaking
process:
�Problem
solving
�Persuasion
�
Bargaining�politicking
Supplier or
brand choice
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