Buying decision approaches of organizational buyers and users

Abstract

This study extends the research on prototypical buying decision approaches. Specifically, it compares buying activities, the accompanying prototypical buying decision approaches, and the impact of situational variables on the use of a buying decision approach by organizational buyers and users. Data collected from a survey of purchasing managers and doctors at 150 general hospitals in Korea show both commonalities and differences among buyers and users. The results also provide some empirical support for Robinson et al.'s [Robinson PJ, Faris CW, Wind Y. Industrial buying and creative marketing. Boston: Allyn and Bacon, 1967] buyclass framework.