The organizational buying team's personal involvement with the product determines how much planning goes into the buying decision. When you reach out to organizational buyers in other countries, you need to pay special attention to cultural differences. You also need an understanding of how organizational buying behavior differs from consumer buying behavior. Organizational customers tend to be concentrated in certain locations due to the need to be near raw materials, labor, or customers. More Complex a. Organizational customers often require complex, technical products designed to play a particular role in helping the company and institution achieve its goals.
Organizations expect products to be tailored to exacting technical standards.
Service components , such as delivery and technical advice, of the total value package are important to organizational customers. More Complicated a. Buying expensive, technical products takes more time and effort than shopping for consumer products. Most organizations use professional buyers who are trained to make purchases. Associations also establish objective standards to guide buyers in evaluating products. Unlike ultimate consumers, organizational buyers are expected to follow a set of formal procedures when they place orders.