A Model of the Buying Center Decision Making Process

Abstract

This paper develops a series of descriptive models of the buying decision process utilized by organizational buying centers. An examination of previous formulations of the buying decision process is the basis for identifying influencing factors and developing the relationships between and among these factors. The decision process is portrayed as an informational flow, relating in an hierarchical fashion the influencing factors within the decision making process of the buying center. The nature of this information flow is examined as internal and external conditions change. Finally, suggestions for future research are presented.