&
BUYING SITUATIONS
SAKSHI JAIN(FB09108)
PANKAJ
SONI(FB09098)
ORGANISATIONAL BUYING BEHAVIOUR
BUYCLASSES(buying situations):
New task
Modified Rebuy
Strategic Rebuy
BUY PHASE:
Problem Recognition
General Need Description
Product Specification
Qualified Suppliers
Proposal solicitation and Selection
Specify Order Routine
Purchase & Use
Performance Review
NEW TASK
Buyer purchases a product or service for
the first time.
new task buying situation the buyer seeks
a wide variety of information to explore
alternative solutions to his purchasing
problem.
The greater the cost or perceived risks
related to the purchase the greater the
need for information.
The vendor is in a greater position to
influence the decision making process.
MODIFIED REBUY(change in supplier)
8
The relationship between the buyer and seller is
initiated in phases 1 and 2. Assessing the
buyer's needs and determining gaps between
the current and desired situation is important.
Buyers need assistance in forming realistic
perceptions of both the current and the desired
situation. Need gaps create the motive behind
any purchase.
The relationship needs to be developed during
phases 3 to 7. A sales person must be aware
that a buyer not only has functional needs, but
psychological, social, knowledge and
situational needs as well. These components
should be addressed in meetings in order to
obtain commitment. The purchase can be a
one-time transaction of a repetitive nature.
When there are multiple deliveries, the
supplier and buyer must agree on an order
As buyphases are completed, the process
of 'creeping commitment' occurs and
reduces the likelihood of new suppliers
gaining access to the buying situation.
Consideration of alternatives
BUY CLASS NEWNESS OF INFORMATIO CONSIDERATI
PROBLEM N ON OF
REQUIREMEN ALTERNATIV
NEW TASK HIGH MAXIMUM
T IMPORTANT
ES
MODIFIED MODERATE MODERATE LIMITED
REBUY
STRAIGHTRE LOW MINIMAL NONE
BUY
NEW TASK MODIFIED STRAIGHT
Involvement at Full REBUY
Selectively at PURCHASE
Order-routine &
buying of
Attitude involvement at
Problem- Product solvingCustomer-
Problem Follow-up.
process
marketersteps all stepsattitude
solving with specification,
& customer- satisfaction &
buyer. Supplier
updating search Relationship-
onwards building
New Task Modified Straight
Rebuy Rebuy
Behavioral High level of Moderate Limited
Profile of info. amount of info.
buyer search info. search and
* great deal search and analysis
of analysis analysis * Limited
* No previous * High level proactive
guidelines of proactive behaviour
*Limited behaviour * Follow
opportunity * Follow standard
to control standard rules and
purchase Procedures procedures
process
NEW TASK MODIFIED STRAIGHT
Constituents of Extensive Selective
REBUY Regular
PURCHASE
marketing
Buying center interaction
Mapping & by interaction
Depending upon-R&D, interaction by &
user, maintainer
interaction
members team multi-function product marketing,
Managing in satisfying
Maintain
team
Full
Lead
– center
R&D,
the situation
Highlight marginal
specialist &
buyer
Strengthen
logistics & your
focus
Competition buying
from initializing features & benefits position & Resist
Product marketing customer-
step
specialists, legal through innovation entry by
support
& marketing & improvements competition
BUY GRID FRAMEWORK ANALYSIS
Allphases are applicable for new task.
Some phases are applicable for modified or
straight rebuy.
New task situation is most difficult since
buyers have less knowledge, no people &
more people.
Modified rebuy is not difficult situation
since it has few activities.
Straight rebuy situation is handled
routinely, as repeat purchases are made.
THANK YOU