Buying Motives of Industrial users:

There are two views about the buying motives of the industrial purchases. They are based on the individual interests and the organisational interests.

Individual Interests

Buyers in business have their attitudes, perceptions, and values. Therefore they are motivated more towards personal goals than organisational interests.

Organisational Interests

Buyers conduct purchases in a methodical and structured manner. The business buying motives are expected to be practical and unemotional. They are motivated to achieve the optimal combination of price, quality, and service in the products which they buy. The two are in conflict.