Chapter 6

Chapter 6:
Business Markets and Business Buyer Behavior

Today’s OBJECTIVES
1. Define the business market and explain how business

markets differ from consumer markets.
2. Identify the major factors that influence business

buyer behavior.
Today’s OBJECTIVES
3. List and define the steps in the business buying

decision process.
4. Compare the institutional and government markets

and explain how institutional and government buyers
make their buying decisions.
Business Markets and Business
Buyer Behavior
Business buyer behavior refers to the buying behavior of the organizations
that buy goods and services for use in the production of other products and
services that are sold, rented, or supplied to others.
The business buying process is the process where business buyers determine
which products and services are needed to purchase, and then find, evaluate,
and choose among alternative brands.
Buyer Behavior
Learning Objective 1
• Define the business market and explain how business
markets differ from consumer markets.
Business Markets
B2C VS B2B
THE MAIN DIFFERENCES
Market structure and Demand
The nature of the buying unit
The types of decision
The decision process

Business Markets
Market Structure and Demand
Fewer but larger buyers
Derived demand
Inelastic demand
Fluctuating demand
Business Markets
Nature of the Buying Unit
Business buyers usually face more complex buying decisions than do
consumer buyers. Compared with consumer purchases, a business
purchase usually involves:
• More decision participants
• More professional purchasing effort
• More buyer and seller interaction
Business Markets
Decision Process
Supplier development is the systematic development of

networks of supplier-partners to ensure an appropriate and
dependable supply of products and materials for use in making
products or reselling them to others.
Buyer Behavior
• Identify the major factors that influence business buyer
behavior.
Business Buyer Behavior

Major Types of Buying Situations
Straight rebuy is a buying situation in which the

Straight buyer routinely reorders something without any
rebuy modifications.
Modified Modified rebuy is a buying situation in which the

rebuy buyer wants to modify product specifications,
prices, terms, or suppliers.
New task
New task is a buying situation in which the buyer
purchases a product or service for the first time.
Systems selling is buying a

complete solution to a
problem from a single seller.
• Convenience is a major
benefit
• Often a key marketing
strategy for businesses
seeking to win and hold
accounts.
Participants in the Business Buying Process
Users
Buying center consists of all

the individuals and units that Gatekeepers Influencers
play a role in the business Buying

purchase decision-making Center
process.
Purchasers Deciders
Users are those that will use the product or service.
Influencers help define specifications and provide information for

evaluating alternatives.
Buyers have formal authority to select the supplier and arrange terms of
purchase.
Deciders have formal or informal power to select and approve final

suppliers.
Gatekeepers control the flow of information.

The buying center concept presents a major marketing challenge given

the varied groups involved in the decision.
Who participates in the decision?

• Relative influence on decision by various participants
• Evaluation criteria used by various participants
• Are there Informal participants involved in decision
Major Influences on Business Buyers
Environmental Factors
Demand for Economic Cost of

product outlook money
Supply of
Technology Culture
Materials
Politics Competition
Objectives
Strategies
Organizational Factors
Structure
Systems
Procedures
Interpersonal Factors
Influence Expertise
Authority Dynamics
Individual Factors
Motives Perceptions Preferences Age
Attitude
Income Education
toward risk
Buyer Behavior
• List and define the steps in the business buying decision
process.
The Business Buying Process
Problem recognition occurs when someone in the company

recognizes a problem or need.
• Internal stimuli - Need for new product or production equipment
• External stimuli - Idea from a trade show or advertising
General need description describes the characteristics and quantity

of the needed item.
Product specification describes the technical criteria.

Value analysis is an approach to cost reduction where components are

studied to determine if they can be redesigned, standardized, or made
with less costly methods of production.
Supplier search involves compiling a list of qualified suppliers to find the

best vendors.
Proposal solicitation is the process of requesting proposals from qualified

suppliers.
Supplier selection is when the buying center creates a list of desired
supplier attributes and negotiates with preferred suppliers for favorable
terms and conditions.
Order-routine specifications includes the final order with the chosen

supplier and lists all of the specifications and terms of the purchase.
Performance review involves a critique of supplier performance to the

order-routine specifications.
E-Procurement and Online Purchasing
Purchasing through electronic

connection between buyer and
seller – usually online
B-to-B digital and social media

marketing Using digital and social
media marketing approaches to
engage business customers and
manage customer relationships
anywhere, anytime.
E-Procurement and Online Purchasing
Access to new suppliers, Erodes relationships as

Lowers costs, Speeds buyers search for new
order processing and suppliers
delivery, Enhances
information sharing,
Improves sales,
Facilitates service and
support
Buyer Behavior
• Compare the institutional and government markets and
explain how institutional and government buyers make
their buying decisions.
Institutional and Government Markets
Institutional markets consist of schools, hospitals, nursing homes,

and prisons that provide goods and services to people in their care.
Characteristics
• Low budgets
• Captive patrons
Institutional and Government Markets
Government markets tend to favor domestic suppliers, require them
to submit bids, and normally award the contract to the lowest bidder.
• Affected by environmental factors
• Non-economic factors considered
• Minority firms
• Depressed firms
• Small businesses

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Chapter 6:

Business Markets and Business Buyer Behavior

1. Define the business market and explain how business

2. Identify the major factors that influence business

3. List and define the steps in the business buying

4. Compare the institutional and government markets

The nature of the buying unit

The types of decision

The decision process

Fewer but larger buyers

Supplier development is the systematic development of

Business Buyer Behavior

Straight rebuy is a buying situation in which the

Modified Modified rebuy is a buying situation in which the

Systems selling is buying a

Buying center consists of all

play a role in the business Buying

Influencers help define specifications and provide information for

Deciders have formal or informal power to select and approve final

Gatekeepers control the flow of information.

The buying center concept presents a major marketing challenge given

Who participates in the decision?

Demand for Economic Cost of

Motives Perceptions Preferences Age

Problem recognition occurs when someone in the company

General need description describes the characteristics and quantity

Product specification describes the technical criteria.

Value analysis is an approach to cost reduction where components are

Supplier search involves compiling a list of qualified suppliers to find the

Proposal solicitation is the process of requesting proposals from qualified

Order-routine specifications includes the final order with the chosen

Performance review involves a critique of supplier performance to the

Purchasing through electronic

B-to-B digital and social media

Access to new suppliers, Erodes relationships as

Institutional markets consist of schools, hospitals, nursing homes,

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