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Factors That Influence Organizational Buyers and Consumers

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Defines the 5 different types of organizational buyers and consumers as well as highlights four criteria that these buyers/consumers use to make their purchase decision.

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Solution Summary

Describes the various types of organizational buyers and consumers and the factors that influence their purchasing decisions.

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The various types of organizational buyers are:

1) Industrial Buyers- Industrial buyers have high risk appetite. They mostly buy raw materials and parts for the manufacturing process. Their main objective is to maximize revenues. General Motors is a good example of industrial buyers.

2) Intermediate Buyers- They typically include retailers, wholesalers, and distributors ...

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