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The Individual and Organizational Purchase

In: Aerospace Marketing Management

Author

Listed:
  • Philippe Malaval

    (Toulouse Business School)

  • Christophe Bénaroya

    (Toulouse Business School)

  • Jonathan Aflalo

    (ATPCO-Airline Tariff Publishing Company)

Abstract

Downstream of the sector, passengers buy air tickets for private or business use. Upstream, companies buy planes, equipment and services. Further upstream, plane or satellite manufacturers-integrators also buy components from their suppliers. Understanding the needs and the processes of upstream or downstream buying is the basis of marketing. This means analyzing the individual psychological, sociocultural and psychosocial factors which enter into the buying decision. The purchase context influences the buyer’s behavior. An analysis of buying behavior is also essential in Business to Business, where the purchase is not made for an individual but for a company, involving a variable number of people. To be more commercially efficient, the supplier must take into account the special nature of the industrial purchase, in particular the specific nature of the buying center, the buying process and buying situations. First we will look at the individual purchase and then the Business to Business purchase.

Suggested Citation

  • Philippe Malaval & Christophe Bénaroya & Jonathan Aflalo, 2014. "The Individual and Organizational Purchase," Management for Professionals, in: Aerospace Marketing Management, edition 127, chapter 2, pages 29-82, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-01354-1_2
    DOI: 10.1007/978-3-319-01354-1_2
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