The study reported in this thesis aims to describe and explain industrial buying behavior. It is based on data from two product cases, chosen to be different in technical complexity in terms of product and application. The assumption of significant differences in buying behavior is confirmed when comparing the buying activities of a technically complex and a less complex product. More individuals, company functions, and hierarchical levels are involved in the purchasing of technically more complex products. Significant differences also exist in these numbers when straight rebuys, modified rebuys, and new task buying are compared.
Similar differences are evident regarding the calendar time to process a purchase.
Instead, the buying activities can be said to pass through different buying loops. The activities included are dependent on former loops. Each loop adds to earlier loops. One loop can be significantly different from the other, even when the same product is purchased in the same company. A supplier decision is only perceived to occur in modified rebuys and new tasks.