In reference to factors influencing organizational buying behaviors, the focus therein describes a company’s strategies to buy goods and services. Thus, organizational buying is such a complex process since it requires involved individuals to follow specific stages, as illustrated below, in the overall buying process.
Problem Recognition : This is usually the first stage, and it involves the company recognizing the problems or needs and how they focus on meeting them by acquiring the accompanying goods and services.
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General Need Description : This is the second stage, and it involves the description of the products and services’ general characteristics and how they are to be acquired.
Product Specification : At this stage of the business buying process buying organization decide on the product and specifies the best technical product characteristics for a needed item
Value Analysis : With this stage, the focus is particularly on cost reduction that involves studying the components and determining how standardization can help reduce the cost of production.
Supplier Search : At this given point, the focus is to ensure that the best vendor is identified.
Proposal Solicitation : As the name suggests, the buyer acts by calling potential suppliers to submit their proposals.
Supplier Selection : All the suppliers are evaluated, and the best is picked from the list.
Performance Review : This is the last stage, and it involves an overall evaluation of whether the customer is satisfied and whether they should continue with that supplier.
As of this step process, it is evident that the buying process is detailed, and the one stage that is sure to be impacted by effective marketing strategies is the product specification phase. The reason behind such is that the seller is obliged to make sure they are clear in their specification so as to ensure that potential customers are attracted (Feldman, Christianson, & Schultz, 2000).
Around June last year, I remember going to the doctor for medical consultation regarding my weight. Considering that this visit to the doctor did not involve treatment, what the doctor did was to carry out various tests such as checking my weight and a series of other laboratory tests. In my understanding, this process was in line with the five steps of buying decision. For example, my very first step in all this was to identify that there was a problem, which is problem identification, and there was the need to check my weight. Next was the process of information search that involved assessing whether the chosen service provider was capable of giving me the right services. Apparently, for this to substantiate, I had to compare all available service providers to arrive at the decision that my primary caregiver was the best for such an examination. What this means is that I did have to make the purchase decision, and it was followed by particulars of after-service. An overall evaluation of this process drives me to conclude that the marketing influenced my decision; specifically, because of the information out there for my analysis. In fact, I did a thorough from the various sources and made sure that I weighed my options, so as to arrive at a decision that was most favorable in terms of quality care and at a pocket-friendly price.
References
Feldman, R., Christianson, J., & Schultz, J. (2000). Do Consumers Use Information to Choose a Health ‐ Care Provider System?. The Milbank Quarterly , 78 (1), 47-77.
