Chapter 04 - Business, Government and Institutional Buying
It is advantageous for suppliers because it provides them with predictable and profitable
demand and allows them to build long-term relationships with organizational buyers.
The use of sole sourcing also simplifies the buying process and can make what were formerly
modified rebuys into simpler straight rebuys.
V. Behavioral Influences on Organizational Buying
A. Personal Motivations
Organizational buyers are subject to the same personal motives or motivational forces as other
Although buyers may emphasize nonpersonal motives in their buying activities, it has been
found that organizational buyers often are influenced by such personal factors as friendship,
professional pride, fear and uncertainty, trust, and personal ambitions in their buying
Marketers should understand the relative strength of personal gain versus risk-reducing
motives and emphasize the more important motives when dealing with buyers.
In examining buyer motivations, it is necessary to consider both personal and nonpersonal
motivational forces and to recognize that the relative importance of each is not a fixed
B. Role Perceptions
A final factor that influences organizational buyers is their own perception of their role.
The manner in which individuals behave depends on their perception of their role, their
commitment to what they believe is expected of their role, the “maturity” of the role type, and
the extent to which the institution is committed to the role type.
Different buyers will have different degrees of commitment to their buying role, which will
cause variations in role behavior from one buyer to the next.
Organizations can be divided in to three groups based on differences in degree of employee
commitment. These groups include innovative, adaptive, and lethargic firms:
oIn an innovative firm, individuals approach their occupational roles with a weak
commitment to expected norms of behavior.
oIn an adaptive organization, there is a moderate commitment.
oIn a lethargic organization, individuals express a strong commitment to traditionally
accepted behavior and behave accordingly.
Buyers’ perception of their role may differ from the perception of their role held by others in
the organization. This difference can result in variance in perception of the actual purchase
responsibility held by the buyer.
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written
consent of McGraw-Hill Education.