Are also experienced by organizational purchasers. Differences exist between the two as is
shown in figure 6-4
A. Stages in the organizational buying process- buying a machine vision system
As with consumer buying decisions, there are five stages in an
Organizational buying decision:
1. Problem recognition – and make-buy decision.
2. Information search—may include value analysis
3. Alternative evaluation—create bidders list
4. Purchase decision—can take weeks or months
5. Post purchase behaviour.
Although these five steps are utilized by industrial and reseller
Purchasers, major difference occur in the buying process.
Online buying in organizational markets
Organizational buyers account for 80% of the total worldwide value of all online
transactions. It is projected that online organizational buyers around the world will
purchase $6 to $7.5 trillion worth of products and services by 2005. U.s. Organizational
buyers will account for about 60% of these purchases.
A. Prominence of online buying in organizational markets
Online buying in organizational markets is prominent for three major reasons:
(1) organizational buyer