Abstract
Earlier we referred to the purchase decision-making process as having three stages; awareness, trial, and repeat buying. It is perhaps more accurate to describe this process as being typical of most consumer purchases. For industrial purchases, the buying process can be more complex and involve more stages, as Table 2.1 shows.
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Further reading
Bunn, M. (1993) Taxonomy of buying decision approaches. Journal of Marketing, 57 (January), pp. 38–46.
Hill, R. and Hillier, F. (1977) Organisational Buyer Behaviour, Macmillan, London.
Robinson, P., Faris, C. and Wind, Y. (1967) Industrial Buying and Creative Marketing, Allyn & Bacon, Boston.
Denison, T. and McDonald, M. (1995) The role of marketing past, present and future. Journal of Marketing Practice: Applied Marketing Science, 1 (1), pp. 54–76.
Knox, S. and Maklan, S. (1998) Competing on Value: Bridging the Gap between Brand and Customer Value, Financial Times Pitman, London. [http://www.competingonvalue.com]
Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (1999) Principles of Marketing, 2nd European edn, Prentice Hall, London.
Thompson, K., Mitchell, H. and Knox, S. (1998) Organizational Buying Behaviour in Changing Times. European Management Journal, 16 (6), pp. 698–705.
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© 2003 Malcolm McDonald and Martin Christopher
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McDonald, M., Christopher, M., Bass, M. (2003). Organizational buyer behaviour. In: Marketing. Palgrave, London. https://doi.org/10.1007/978-1-4039-3741-4_2
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DOI: https://doi.org/10.1007/978-1-4039-3741-4_2
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