Buyer Behaviour- Allegiance Corporation.
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 market where states, governmental departments etc. which purchase goods to carry out main functions. As a hospital might buy surgical equipment to use in surgery.
Allegiance Corporation is one of the largest and most success full companies supplying hospital products such as surgical instruments, oxygen masks etc. It sells over 300,000 products and it pride's itself on having everything that you might need whether you be a hospital, laboratory.
Organisational buying behaviour is in many ways very different to consumer behaviour in the market place, though we can still apply certain theories and models relating to this.
Organisations will still go through the decision-making process, though an elaboration can be made.
Their starting point is the model of buyer behaviour. ... Marketers must determine what is in the buyer's black box. ... First, a buyer's characteristics influence how he or she perceive and react to the stimuli. Second, the buyer's decision process itself affects outcomes. ... We examine the role played by the buyers" culture, subculture, and social class. ...
Understanding the buyer behavior of organic food consumers and behavioral segmentation of potential buyers NAME: Institute: Jamnalal Bajaj Institute of Management Studies (JBIMS) Mumbai Specialization: Marketing Understanding the buyer behavior of organic food consumers and behavioral segmentation of potential buyers Executive summary 1.0 Definition of organic foods Organic foods are minimally processed to maintain the integrity of the foods without artificial ingredients, preservatives or irradiation 2.0 Analysis of buyer behavior Analysis of buyer beh...
It can simply mean that the self-concept has impact on a consumer's behaviour. ... In addition, the study found that the interaction of a buyer's personality and the image of the purchased product often influenced the consumer's buying behaviour. ... This is because a customer's characteristics influence their buying behaviour. ... These will influence to consumer's behaviour and attitude to the brand. ... These theories played a prominent role in the study of the relationship between consumer behaviour and personality. ...
The family members can strongly influence buyer behavior. It can be distinguished between two families in the buyer's life. One is the buyer's parents who make up the family of orientation. ... The other is the family of procreation-the buyer's spouse and children-exert a more direct influence on everyday buying behavior. ... Family members may be involved in real estate decision making as gatekeepers, influencers, deciders, buyers, users, and maintainers. ...
Their starting point is the model of buyer behaviour. ... Marketers must determine what is in the buyer's black box. ... First, a buyer's characteristics influence how he or she perceive and react to the stimuli. Second, the buyer's decision process itself affects outcomes. ... We examine the role played by the buyers" culture, subculture, and social class. ...
A market is the group of buyers. 2. ... The market build-up method calls for identifying how many potential buyers there are in each market and estimating the size of their potential purchases. 5. ... A survey of buyers" intentions simply asks buyers what they plan to do. 3. ... By studying past behaviour. 8. The key methods for forecasting based on past behaviour are time series analysis, studying leading indicators and statistical demand analysis. 9. ...
It is not uncommon that a supplier is talked about by buyers as a brand. ... They can also reassure customers, attract repeat buyers and loyal customers. ... Organisational Buying Behaviour Branding in business-to-business markets was considered to be inappropriate as the business buying was considered to be more rational than emotive. However, Robinson et al (1995) argued against this assumption and a few articles that describe the differences between organisational and consumer buying behaviour raised the question: is organisational buying behaviour is really that different form consum...
Ad: Nike Source: GI magazine The brand image is of Maurice Greene one of the fastest runners in the world as a symbol of the company. He is used as a symbol of the company because of the athletic ability he maintains and that buying this product Nike want you the consumer to think that this product will help you to achieve a similar ability. He is one of, or, is the fastest short distance runners" in the world. To become a 100 meters champion one must have lightening pace or albeit explosive acceleration as the message suggests. This has been done in the past by Nike, by associating itse...
He believed employees' behaviour should be controlled through rules and they should be predictable, through the use of time and motion Characteristics of Bureaucracy A set of official positions for the purpose of carrying out given organizational tasks, to be governed by a set of rules and procedures. ... Instead of bureaucracies focusing on the aims and purposes of the organization, they can become wrapped up in procedures and paperwork Impersonal relations can lead to a stereotyped behaviour and a lack of responsiveness to individual incidents or problems Initiative may be st...
