Principles of Marketing

Business Buying Behavior

Tutorial Contents
Business Buying Behavior Who Makes Up the Business Market Supply Chain Market Business User Markets Business vs Consumer Markets Buying Center Decision-Making Buyer Experience, Timing, Order Size Number of Buyers, Promotion Type Types of Business Purchase Decisions How Businesses Buy Purchase Decision Steps 1 and 2 Purchase Decision Steps 3, 4 and 5

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How Businesses Buy

To cap our discussion of the business market we now look at how purchasing decisions are made. Business purchasing follows the same five-step buying process faced by consumers:

Need Recognition
Search
Evaluate Options
Purchase
After-Purchase Evaluation.

While the steps are the same as consumer purchasing, the activities occurring within each step are quite different as we discuss below.

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