models of industrial buying behaviour

8/7/2019 Models of Industrial Buying Behaviour

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MODELS OF INDUSTRIALMODELS OF INDUSTRIAL

BUYING BEHAVIOURBUYING BEHAVIOUR

yThere are two models to explain

the industrial buying behavior:

(i)The Webster and wind model

(ii)The Sheth model



ORGANISATIONAL VARIABLES�Objectives/goals

�Organisation structure

�Purchasing policies &

procedures

�Evaluation & reward system

ENVIRONMENTAL

VARIABLES

�Physical

�Technological

�Economic

�Political & legal

�Cultural

�Customer demands

�Supplier information

WEBSTER AND WIND MODELWEBSTER AND WIND MODEL



INDIVIDUAL VARIABLES

�Personal goals

�Education

�Experience

�Value

�

Lifestyle�Income

�Job position

ORGANISATIONAL

BUYING DECISIONS

�

Choice of supplier�Delay decision & search for

more information

�Make or lease or buy

�Do not buy

BUYING CENTRE

VARIABLES

�Authority�Size

�Key influencers

�Interpersonal relationship



SHETH MODELSHETH MODEL

Component 1 Component 2

Difference

among

individualbuyer caused

by factors:

�Background of

individuals

�Active search

�Perceptualdistortion

�Satisfaction

with past

purchase

Variables that

determine if the

buying decision isautonomous or

joint:

(A) Product

specific factors,

including

time pressure,

perceived risk

(B) Companyspecific factors

,including

Company

size,company

orientation



Component 3 Situational

factors

Methods

used for

conflict

resolution in

joint decisionmaking

process:

�Problem

solving

�Persuasion

�

Bargaining�politicking

Supplier or

brand choice

models of industrial buying behaviour

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