Scribd
Upload
22 views1 page

B2 Bsegmentation

The document discusses segmentation for industrial and organizational buyers. It describes the decision making unit which can include initiator, user, buyer, influencer, decider, and gatekeeper. Several models are presented for understanding factors that influence organizational buying decisions, including the Webster Wind framework that identifies environmental, organizational, buying center, and individual variables. The Sheth model focuses more on the psychology of the decision making process. Segmentation criteria can include organizational demographics, operating variables, purchasing approaches, and personal attributes of buyers. Standard variables used for organizational segmentation include characteristics of the organization like size and location as well as buyer motivation factors.

Uploaded by

sachitts
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
22 views1 page

B2 Bsegmentation

The document discusses segmentation for industrial and organizational buyers. It describes the decision making unit which can include initiator, user, buyer, influencer, decider, and gatekeeper. Several models are presented for understanding factors that influence organizational buying decisions, including the Webster Wind framework that identifies environmental, organizational, buying center, and individual variables. The Sheth model focuses more on the psychology of the decision making process. Segmentation criteria can include organizational demographics, operating variables, purchasing approaches, and personal attributes of buyers. Standard variables used for organizational segmentation include characteristics of the organization like size and location as well as buyer motivation factors.

Uploaded by

sachitts
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 1

Industrial / Business segmentation.

Organisational buyer behaviour is likely to be more complex, because many


individuals involved in purchase decision.

The Decision Making Unit. [DMU]


Initiator, User, Buyer, Influencer, Decider, Gatekeeper.
Tasks can be: Routine [low risk] re order decisions - New buy [Hi risk] decisions and
in between.

The Webster Wind framework: 4 categories of variables that have an influence on


organisational buying decisions. Ie
environmental - level of demand, economic issues, technological change etc.
organisational - objectives, policies, structures, attitude to risk, finance, experience.
buying centre variables - roles in DMU etc
individual. - personal objectives etc.

The Sheth model focuses more on the psychology of the decision making process /
the behaviour of the organisational buyer[s].

Industrial / organisational Segmentation.


Segmentation criteria. These could be seen as quite similar to consumer variables.

The Bonoma model uses the nested approach: ie


Organisational demographics. Operating variables.
Industrial sector Technology.
Geographic location. User / non user status.
Company size. Firm’s finance available.

Purchasing approaches. Situational factors.


Organisational DMU. Urgency.
Purchasing policy. Size of order.
Purchasing criteria. Application.

Personal attributes.
Motivation. Buyer / seller relationship. Perceptions of risk.

Standard organisational variables would also fall into the two common
categories.

1. The characteristics of the organisation. eg


Size.
Location.

2. Buyer motivation. Eg.


Benefits sought.

You might also like