Business Buying Behavior

Sabine Fließ (), Wesley Johnston () and Christina Sichtmann
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Sabine Fließ: University of Hagen oder FernUniversität in Hagen
Wesley Johnston: Georgia State University
Christina Sichtmann: University of Wien

Chapter 4 in Fundamentals of Business-to-Business Marketing, 2015, pp 171-226 from Springer

Abstract: Abstract The objective of this chapter is to explain the decision-making process underlying organizational-buying behavior. Three main questions are addressed: Who is the buyer? What is the meaning of organizational-buying behavior? What are the main factors affecting organizational-buying behavior? In addition, different theories of buying behavior are described that help the analysis of organizational-buying behavior.

Keywords: Purchase Decision; Contract Curve; Boundary Role; Purchasing Manager; Industrial Buyer (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-319-12463-6_4

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DOI: 10.1007/978-3-319-12463-6_4

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