Strategic Marketing: Planning and Control, Third Edition

Segmentation 79

Factors determining the number of individuals involved

Type of product purchase

Expected product risk

Product time frame

Company factors

Extent of centralisation

Orientation size

Conflict resolution methods engaged in by participants

Persuasion

Bargaining

Politicking

Problem solving

Chosen supplier or

brand

Feedback into satisfaction

and expectations next time

Situational factors

Cash flow

Change in tax provision

Industrial relations problems

Major breakdowns

Factors that inform individual’s perceptions

Past purchase satisfaction

Information distortion

Background

Active information search

Figure 4.20

A model of

Organisational competencies

buyer behaviour

(Source: Adapted

from Sheth, 1973)

● Time pressure: If a decision has to be made under time pressure a
smaller number of individuals will be drawn into the DMU. The fewer
people involved the quicker the decision.
● Type of purchase: A routine repurchase of a product is likely to be under-
taken by an individual who has been delegated the responsibility.