Organizational buying: supplier evaluation criteria for standard products

Abstract

This paper studies organizational buying behaviour, a responsibility shared by several functionaries including the purchasing personnel. It measures the perceived importance of various standard attributes for supplier selection. For this, 500 purchasing executives were administered a questionnaire with 65 attributes. The reasons for some attributes getting high or low mean importance ratings have been analysed. Based on these weights the marketer of standard goods can plan his marketing strategy, giving more emphasis to factors which have emerged important.