Discuss the role and behaviour of the organizational purchaser in comparison to the domestic consumer. Would you agree that the organizational purchaser is devoid of all but economic considerations?

Objective

To ensure that the candidate is able to differentiate between organizational and final consumer buyer behaviour and to ensure that there is an awareness of the personal and external factors which influence a purely rational approach on behalf of the organizational purchaser.

Approach

The approach to the first part of this question is uncomplicated and you should discuss the typical assumptions that are generally made for each purchaser group. You could begin with the assertion that the organizational purchaser is essentially a 'professional consumer', and continue with a discussion of the most apparent influences at work on the purchase decision, e.g. the need for economic purchases for profit or that the organizational purchasing decision calls for a specialist approach to problem solving. The final consumer can then be introduced, and while acknowledging that he or she is a problem solver, you can discuss the social and psychological influences at work on this consumer, although you will not have time to discuss these in great depth.