Aspects as organisational buying behaviour in the South African Leather Industry (dyestuffs and chemicals)

Abstract

Knowledge of the many influences that affect purchasing preferences is important for marketers o Apart from the technical and economic factors of importance, non- economic factors are also significanto The latter have sociological and psychological bases o Organisational buying behaviour models attempt to provide a comprehensive scenario of these factors that in combination, help to explain buyer behaviouro Sheth 0 s model of industrial buying behaviour presents many of the factors that influence the organisational buying process and describes the complexity of decision making o These relationships are reflected in an integrated frameworko Sheth's model is not intended to be definitive, it does, however, offer a framework that systematically presents the factors that influence organisational buying behaviouro This study shows that the Sheth ~odel of industrial buying behaviour can be applied in the South African leather industry, and that valuable information can be obtained when the model is applied.