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A Primer on Consumer Behavior by David W. Stewart

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CHAPTER 6

Organizational Buyer Behavior

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Purchases are often made for and on behalf of organizations rather the individual consumer. Organizational purchasing involves the same processes that have been described in previous chapters, but there is an added layer of complexity that reflects the dynamics of the organization. This chapter provides an introduction to organizational purchasing behavior.

Maria is the purchasing manager for a small hospital in a major city. She is responsible for ordering, receiving, and inventorying all of the pharmaceutical products used by the hospital. In order to do her job, she carries out the instructions of the ...

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