O.B. is a multi-person activity: it is done by a team consisting of some important people in the organization. These people come from many backgrounds and have different view points and notions which have to be integrated. They have different qualifications and hold different positions in the organizational hierarchy. They can be referred to as the buying center, and play different roles.
The person who actually uses the product, like the person using the typewriter, computer, or the production department.
The people who influence the buying like the purchase officer, the production manager, the design engineer, etc.
The committee appointed for purchases who decides what product and what quantity is to be purchased.
Those who control the flow of information within the organization.
These are the consultants or design people who develop the specifications of the product, or of the services required.
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Consumer Behaviour Tutorial
Psychographic Or Lifestyle Segmentation
Concept Of Culture & Subculture
Cultural Variations In Non-verbal Communications
Family Buying Influences, Family Life Cycle And Buying Roles
Diffusion Of Innovation
Personality And Self Concept
Motivation And Involvement
Information Processing Learning And Memory
Attitude Development And Alternate Evaluation In Buying
Search And Evaluation
Purchasing Process And Outlet Selection
Purchase Behaviour (situational Factors)
Models Of Consumer Behaviour
Consumerism (public Policy And Consumer Protection)
Organisational Buying Behaviour
Changing Consumer Behaviour
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