مدلي براي تصميم گيري خريد مشتريان محصولات فناوري برتر

A Decision making Model for Hi-Tech organizational buyers: SAIRANʹʹs Patient Monitor

از آنجا كه كالاهاي فناوري برتر داراي خصوصيات خاص و شرايط ناپايداري است؛ لذا رفتار خريداران سازماني امري حساس و پيچيده است. اين مقاله به بررسي و تحليل حساسيت هاي كليدي موثر در تصميم‌گيري خريداران سازماني در خريد كالاي فناوري برتر مي‌پردازد. براي اين منظور از روش گرانددتيوري جهت ايجاد مدلي كاربردي و انتزاعي، استفاده شده است. پس از انجام مصاحبه با دست اندركاران و خبرگان اين حوزه و تحليل حساسيت ها و سپس دست-يابي به مفاهيم نهفته در آنها، مدلي براي فرآيند تصميم‌گيري خريداران سازماني ارايه گرديد كه مي‌تواند مراحل گوناگون تصميم‌گيري را به خوبي نشان داده و حساسيت هاي هر مرحله را ترسيم نمايد. در انتها نيز مدل حاصل، با مدل مانابري و تينا، مقايسه و بررسي گرديد.

Nowadays, by the growth of markets, customers are growing too and accordingly understanding customerʹs behavior becomes more complicated than ever. “Customer behavior” is one of the most important matters for any marketer in SAIRAN organization to the extent that many decision makings heavily depend on this issue in the organization. Hi-Tech markets have silent environmental characteristics such as market/technology and competitive uncertainty which differentiate them from low-Tech markets; by the way, B2B and B2C marketing has many differences in contrast with each other. One of the major objectives of this paper is to explore the critical factors which affect the decision making of Hi-Tech organizational buyers. By concentration on “Patient’s Heart Monitor” as a hi-tech product in SAIRAN Company, we proposed a new applicable model for the company’s marketing manager. In this research the “grounded theory method” was used which as the best approach to get an applicable and useful model for B2B buying behavior in high-tech products. Finally, we compared this model with one of the latest models - Manabery & Tinaʹs model - which has revealed its strengths and weaknesses.