Anyone who makes a purchase of goods and services worth billions of dollars needed by industry market organization? Organizational decision-making units called central buyer purchasing individuals and units that participate in the decision-making process in the industrial market. Buying center includes all members of the organization who plays the role of one of five members of the organization who will be the product or service.
In the organization, the size and purchasing center will vary for different products and for different buying situations. For some routine purchase, the purchasing officers say the run throughout the central role of purchasing and serves as the only person involved in the purchase decision. For more complex purchases, purchasing center may be composed of 20 or 340 people from various levels and parts of the organization.
According to a survey, the average number of people involved in the buying center ranged between three people (for services and goods that are used in day-to-day operations) to five (for purchase with a great value as the purchase of machinery and construction work). Another survey detects the tendency of the purchase made by a team of executives-87 percent on the purchase of a number of companies in the Fortune 1000 want to involve a team of people from various functions to make purchasing decisions in 2000.
Marketers on the market who work in industries facing global markets influence the purchasing centers increasingly stronger. A study comparing the purchase decision-making process in the United States, Sweden, France, and Southeast Asia shows that buyers from the United States alone more than happy to work with buyers from other countries.
Sweden most relies on team work while the lowest Seriakt America, although the company Sweden and the United States have similar demographic characteristics. In making purchasing decisions, compared to other firms, the Swedish company relies on technical staff, both technical staff and technicians suppliers themselves.
The concept of purchasing center shows the challenges of information who participates in decision-making, the relative influence of each participant and what evaluation criteria used by each participant. For example, Allegiance Healthcare Corporation, a large company in the field of health services and products, disposable surgical clothing sells directly to a number of hospital waste. The company identified that hospital personnel who are involved in purchasing decisions is the deputy director of purchasing, operating room administrator, and a surgeon.
Each participant plays a different role. Deputy director of purchasing analyzes whether the hospital should buy disposable clothes, then the administrator of space operations will compare products and prices of existing products and select it. Administrators pay attention to product absorption, antiseptic quality, design and price, usually buy a brand that meets the requirements of the most affordable price. Finally, the surgeon may influence the subsequent decision to report their level of satisfaction or dissatisfaction.
Buying center usually consists of clearly be some participants who were formally involved in the purchase decision. For example, a buyer’s decision to corporate jets may involve the company’s CEO, chief pilot purchasing officers, some legal staff, top management, and they were officially designated to take the decision. It may also involve the purchase of center participants is less obvious, informal participants, which include really make or influence purchasing decisions very.
As shown in the example above Gulfstream, a decision on the company jet to be purchased may actually be made by board members who have an interest in the field of aviation and a lot of know the ins and outs of the aircraft. The board members may exist behind the scenes to change the decision. Many purchasing decisions in the industrial market is the result of a complex interaction of the participants in the buying center composition is always changing.