Buyer Behavior

Definition

Buyer behavior is a term often used as an alternative to consumer behavior, but also is used when the purchaser is not the ultimate consumer but rather an industrial buyer, a buying center, or another middleman between the seller and the ultimate user. It is defined by some as the more general term, with consumer behavior and organizational buyer behavior as subsets.

Buying center refers to the group of individuals that consists of all organizational members who are involved in any way, to any extent, in any phase of a specific buying decision.

Committee buying is a situation in which the buying decision is made by a group of people rather than by a single buyer. A multiunit operation is usually the type of firm that uses this procedure.

References

  1. American Marketing Association, AMA Dictionary.

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