Industrial (or business) buyers are influenced by many factors when they make buying decisions. Generally, business buyers are influenced by organizational factors or task-oriented objectives (like best product quality, or dependable delivery, or lowest price) and personal factors or non-task objectives (like promotion, increments, job security, personal treatment, or favour). When the suppliers proposals are substantially similar, organizational buyers can satisfy organizational objectives with any supplier, and hence personal factors become more important. When suppliers offers differ substantially, industrial buyers pay more attention to organizational factors in order to satisfy the organizational objectives.There are two models (or frame work) available to provide a comprehensive and integrated picture of the major factors that combine to explain the organizational buying behaviour. These are: (i) The Webster and Winf Model,(ii) The Sheth model.
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