Buying Influences: Multiple buying factors:

Business-to-business marketing is complex for it is difficult to determine which individuals play various roles. It is challenging for the buyer to know

• Who makes the buying decision?
• Who influences the buying decision?
• Who determines products specifications?

The above activities involve several people in an organisation, especially in large organisations. Medium-sized and small firms are equally affected. The owner manager may make all the decisions alone, but he consults knowledgeable employees and relatives or friends.