Performance review is one of the most critical stages in a business buying process. Perhaps nowhere is this more important than in the highly competitive aircraft manufacturing business. Whether the planes are large or small, once a purchase is made, the buyer is tied to the manufacturer for a long time for service and parts requirements. “Air wars” are currently being fought between Europe’s Airbus Industries and America’s Boeing.

1. Refer to the model of business buyer behavior and discuss which are the most critical influences on this business buying situation

2. When and how should a performance review of the selected vendor be conducted?

3. What, exactly, should be studied in the performance review?

4. If the results of the performance review were negative, what are the next steps the buyers should take?

5. Think of a product you’ve purchased recently that was not a routine purchase. Describe how you progressed through each of the five stages of the consumer-buyer decision process. Did you experience any cognitive dissonance during your post-purchase behavior?

6. Imagine you work in the purchasing department at Canadian Tire. You are responsible for making all the purchase decisions about paint and related home décor items such as blinds and curtain rods. Which of the influences on business buyer behavior would be your most important criteria? Are there any influences on consumer buyer behavior that you would take into consideration when making your decisions?