Industrial Buying Behaviour:

As in the case of consumer buying behaviour, industrial buying behaviour follows the usual pattern outlined below.

• An aroused need (motive) is recognised
• The aroused need leads to goal-oriented activity meant to satisfy the recognised need.
• The need motivator must be determined by marketers who understand the buying processes and patterns of industrial firms in the markets.

Industrial purchasing has become an important part of overall strategy because tope management is interested in it. It cannot be left to the purchasing department alone. The overall purchasing strategy has become, important because:-

• Many companies make less and buy more product contents for the finished products. For example, motor vehicles manufacturers buy parts form independent suppliers and use the parts to build the vehicles.
• Firms want to reduce costs and improve efficiency, and they are under intense quality and time pressures. They no longer buy and hold inventories of parts and supplies. They want the raw materials and the components that meet their specifications to be delivered promptly to go into the production process.
• Firms concentrate their purchases in fewer suppliers and develop long-term partnering relationships. This is essential for them to get what they need. This high level of involvement goes beyond a purchase. It includes other things such as working together in order to develop new products and providing financial support.