Buying decision approaches of organizational buyers and users

Usually, the organizational purchases are made by a group of people who are collectively called the buying centre. The existing theory to categorize buying decisions, proposed by Bunn, was based only on the buyers. But in reality, these buyers are not actually the users of the purchased product or service. o, the paper aims to extend the generalized theory to the final users of the product or service. !ccording to Bunn, the buying activities can be categorized as a" earch for information b" Use of analysis techni#ues c" $roactive focusing d" $rocedural control. !mong these, search for information and use of analysis techni#ues are the parameters that differentiate one decision ma%er from the other. These parameters also introduce two types of accountability namely procedural and outcome based accountability based on the way in which the decision is made. &n order to extend the theory to users, 'oon and Ti%oo conducted an extensive survey in ()* hospitals located in +orea and performed various statistical analysis. ,inally, they found three buying decision approaches for users and two for buyers. These approaches are also based on Bunns determinants of i" $urchase importance ii" Tas% certainty iii" -xtensiveness of choice set and iv" $erceived buyer power. 'oon and Tic%oo eventually concluded that the buying behaviours of users and buyers are very much similar and they are based on only some of the situational characteristics and not all.