The buying process of the consumers entails few different stages while arriving at a final purchase decision. The ‘consumer buying behaviour’ is explained to be the buying of the products for the reason of personal or even household use but is not indulged in for any kind of business intentions. In the similar way, organisational buying is referred to be a multifaceted process related to decision making as well as communication. This multifaceted process is learnt to occur over time entailing numerous organisational members along with their association with the other existing organisations as well as institutions. The process of organisational buying behaviour is observed to be a definite behaviour that involves more than just an easy process related to placing of orders with regard to the suppliers. ‘Organisational buying behaviour’ is referred as the course of action related to decision making with the help of which the official organisations create the requirement for the purchased services as well as products. The official organisations are also believed to recognise, assess and select among the other suppliers and brands. Thus, this complete process is known as the ‘organisational buying behaviour’ (Ferrell & Hartline, 2010).
Businesses, institutions and governments each are known to possess their own respective individual patterns related to buying behaviour. It needs to be mentioned and comprehended in this respect that the widely explained practice of organisational buying is believed to differ from the process related to consumer buying in certain significant ways. The innate challenges witnessed in the process of organisational buying compared to the consumer purchases are taken into concern from the external as well as internal viewpoints. To be specific, the external associations with regard to the buyer as well as the seller in case of organisational buying are