Participants in business-to-business buying process

Business buying centers

Initiators..

Who request that something be purchased

Users..

Those who will use the product or service

Influencers..

People who influence the buying decision, often by helping define specifications and providing

information for evaluating alternatives

Deciders..

People who decide on product requirements or on suppliers

Approvers..

People who authorize the proposed acti ons of deciders or buyers

Buyers..

People who have formal authority to select the supplier and arrange the

purchase terms

Gatekeepers..

People who have the power to prevent sellers or information from reaching

members of the buying center

SUMMARYBuying center is the decision making unit of a buying organistaion. To influence them marketers must be aware of environmental, organisational, interpersonal and individual factors.

Created by :Maulshri Pathak

Internship under :

Prof. Sameer MathurIIM, Lucknow

www.iiminternship.com