1. Using your knowledge of organisational buyer behaviour, discuss why you might choose to go with Allegiance from the perspective of a potential customer. Be specific to which theories you are drawing from.

Organisational buying behaviour has been defined by many people up and down the years though most theorist’s generally accept that this is a decision making process which occurs in an organisation. One definition presented by Webster & Wind say that organisational buying behaviour is,

“ The decision-making process by which formal organisations establish the need for purchased products and services and identify evaluate and choose among alternative brands and suppliers.” (Webster et al 1972)

This definition has provided and gives a good understanding of what this behaviour is by an organisation. In this piece of work I will look at the health care supplier Allegiance Corporation a company that sells thousands of products and services needed by hospitals, laboratories and other health care companies. I will explain further the reasons why it is leading the field of hospital distribution. This type of market is a governmental organisational

They have achieved this through the web page by simply allowing the customer have a large involvement with the goods that are been purchased. Through offering them access to real time in which they can get quick answers to problems and that the whole process of buying the goods, which the company needs, is easy and straightforward. The marketing manager has provided the customers with easy navigation.

The web page is design to very good effect and offers any customers wanting to purchase products of this nature an excellent service with modern features such as real time data and tracking of deliveries. This site can build great relationships through it, as explained earlier, it offers trust and a modern day technological communication process with which companies can contact them. Leaving them never in the dark about their delivers or status on products ordered. Trust is the key element when customers decide on purchasing and Allegiance is doing everything they can to ensure that they have it.

Some topics in this essay:
Allegiance Corporation, Buygrid Framework, Choice Criteria, Grid Framework’, Service Allegiance, Allegiance Customers, Stay Current, Webster Wind, Single Sourcing, Bonama Johnstone, web page, marketing manager, web site, organisational buying, buyer-seller relationship, allegiance corporation, decision process, buyer behaviour, stage �, organisational buying behaviour, single sourcing, throughout web page, criteria choice criteria, choice criteria choice, models buyer behaviour,