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Buying Buyer moves from The model introduces the This model believes that
situation extensive to routinized human elements into the joint decision making
problem solving organized industrial buying of the buying center can
behaviour as he is faced and assumes the same buying be influenced by their
by incomplete process for all buying experience
information and limited situations
abilities.
Buying situation The major implication of this model is The general buying decision inc
that the situation (Buyclasses) play a the decision to initiate a projec
huge role in the buying decision
The technical buying decision i
actual mechanics of transporta
drawing up of contracts, final p
payment negotiations etc.
Weakness 1. Product focused, negligent about The model takes into considerati
services assumptions which can act as an
2. Lack of importance given to sales hindrance in the real world situa
acquisitions
3. Ignoring the influence of the
supplier on buying decisions