THE BUYING BEHAVIOR OF ORGANIZATIONS

Laura-Georgeta Baragan

Holistic Marketing Management Journal, 2012, vol. 2, issue 3, 40-44

Abstract: The nature of industrial products, their value, the heterogeneity of industrial clients, have a great impact on the buying act. Under the impact of all the systems that give particularities to the demand, the offer, the products nature or to the participants of market transactions, the buying process in the industrial field has a particular structure. The behavior of the organizational consumer is influenced by a series of factors, which have a major impact on the purchase decisions. Specialists in the field have identified four groups of factors: environment factors, organizational factors, interpersonal factors, personal factors. Also, it is very important to say that the particularities of the industrial marketing mix have a major impact on the behavior of the organizational consumer.

Keywords: industrial marketing; the buying process; the organizational consum (search for similar items in EconPapers)
JEL-codes: M21 M31 (search for similar items in EconPapers)
Date: 2012
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