4-1

Chapter
Four
Organizational
Buyer Behavior

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 4-2
Key Points

• Reward-Measurement Theory
• Behavior Choice Theory
• Role Theory
• Buying Determinates Theory

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 4-3
Reward-Measurement Theory

• M=V*P
• Intrinsic rewards
• Extrinsic rewards
• Valence
• Perceived probability
• Motivation
• Self-efficacy

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 4-4
Complex Reward Structure
Complex Structure of Office Manager’s
Rewards in Purchasing a Fax
• Reward • Importance
 Raise  Very important

 Recognition (pat on the  Important

back) by boss
 Peer’s appreciation  Very important
 Personal satisfaction  Extremely
 Nomination for staff important
award  Important

COULD THERE BE OTHER REWARDS?

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Behavior Choice Theory

• Buyers go througha choice decisions

• Identify situation
 Company, self orientation
• Evaluate personal relevance
• Assess action alternatives and requirements
• Choose behavior strategy
 Offensive
 Defensive

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 4-6
Role Theory

• People behave within a set of norms or

expectations of other due in the role in
which they have been placed.
 Autonomous v buying center (DMU)
 Initiator
 Controller
 Decision maker
 Influencers - users
 Gatekeepers

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 4-7
Buying Center

• Time fragmentation
• Vertical & Horizontal dimensions
 Layers of management

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Buying Center Roles
• Person • Role
 Initiator – reports that fax keeps
 Secretary breaking down
 Controller – sets budget for
 Vice President
purchase of new fax
 Gatekeeper – gathers and reviews
 Office Manager
bids from vendors
 Secretary & Office  Influencers – view demonstrations,

Manager narrow choices

 Recommender – recommends a
 Office Manager particular product to decision
maker
 Vice President of  Decision Maker – Selects fax to
Operations purchase.

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 4-9
Dimensons

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Buying Center 10

• Formalization dimension
• Risk
 Financial
 Performance

 Social
 Reduce
 Information
 Loyalty - Trust

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 4-
Information to reduce risk 11

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Buying Determinates Theory 12

• General theory on why buyers buy.

• Individual
• Selective
 Process
 Exposure
 Attention
 Perception
 Retention

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 4-
Buying Determinants Theory 13

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Expanding the BD Theory 14

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