The Marketing Book 5th Edition

1 The environment (environmental determinants of buying behaviour)

Physical environment

Technological environment

Suppliers Customers Government Labourunions Tradeassociations Professionalgroups

Other

business

firms

Other social

institutions

Information about suppliers

(marketing communications)

Availability of

goods and services

General business

conditions

Values and

norms

Economic environment

Political environment

Legal environment

Cultural environment

2 The organization (organizational determinants of buying behaviour)

The organizational climate: physical, technological, economic, cultural

Organizational

technology

Organizational

structure

Organizational

goals and tasks

Organizational

actors

Technology

relevant for

purchasing

Organization of

the buying centre

and the purchasing

function

Buying tasks Members of the

buying centre

Technological

constraints and

technology

available to

the group

Group

structure

Group

tasks

Member

characteristics

and goals,

leadership

Task Activities

Interactions

Sentiments

Non-task ActivitiesInteractions

Sentiments

Group processes

4 The individual participants

motivation, cognitive structure, personality,

learning process, perceived roles

Buying decision process

(a) Individual (b) Group

decision-

making unit

Buying

decisions

3 The buying centre (interpersonal determinants of buying behaviour)

decision-

making unit

156 The Marketing Book

The Webster and Wind model

Webster and Wind’s (1972a) model, outlined in
Figure 7.2, stresses the role of the individual as

the real decision maker in the organization.

Therefore, the individual’s motivation, person-

ality, perception, learning and experience are all

vital to the actual decision process. This model

Figure 7.2 The Webster and Wind model of organizational buying behaviour
Source: Webster and Wind, 1972b.