Business Buying Process

Marketing dictionary

Business Buying Process

Like consumers, the decisions organisational buyers make are affected by a range of influences: (i) external influences consisting of marketing stimuli and environmental stimuli (technological, economic, political, social and cultural) factors; (ii) internal influences such as organisational culture, interpersonal and individual differences within the buying group, and the degree of complexity of the buying task; and (iii) the response to these influences (that is, what is bought, in what quantity, from whom, and when.) Marketers study this complex process to understand which influences have greatest impact on the decision-making in any given situation.

See: Business Buyer Behaviour

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