1. Environmental Factors: Business buyers are influenced heavily by factors in the current and expected economic environment, such as the level of primary demand, the economic outlook, and the cost of money. Business buyers also are affected by technological, political, and competitive developments in the environment. Culture and customers can strongly influence business buyer reactions to the marketer’s behavior and strategies, especially in the international marketing environment. The business marketer must watch these factors, to determine how they will affect the buyer and try to turn these challenges into opportunities.
2. Organizational factors: Each buying organization has its own objectives, policies, procedures, structure, and systems and the business marketer must understand these factors well. They should know who are involved in the buying decision, what are their evaluation criteria, what are their companies policies and limits on its buyers.
3. Interpersonal factors: The buying usually includes many participants who influence each other, so interpersonal factors also influence the business buying process. However, it is often difficult to assess such interpersonal factors and group dynamics.
4. Individual factors: Each participant in the business buying decision process brings in personal motives, perceptions and preferences. These individual factors are affected by personal characteristics such as age, Income, education, professional identification, personality and attitudes toward risk also. Buyers have different buying styles. Some may be technical types who make in depth analysis of competitive proposals before choosing a supplier. Others buyers may be sensitive negotiation who are adapt at pitting the sellers against one another for the best deal.
