Buy classes are buying circumstances differentiated by four characteristics, which are as follows:
Newness to decision-makers.
The quantity of choices to examine.
The inherent uncertainty in the buying situation.
The amount of information required to make a buying decision.
There are three major buying situations in B2B marketing, which are as follows:
The New Task Purchase: This business situation crops up when the buyer has no prior experience of the product, technology, or supplier. He/She is completely new to the product. The company needs to go through extensive research, market studies, and strategies to successfully implement the buying decision.
Modified Rebuy: This is the process of remodeling a product either for technological up-gradation or for resolving any technical issue. Though not a new product, but here customers can explore different new features. A new product, a new brand serving the customer with better efficacy and speed, makes the buyer change their purchase choice.
Straight Rebuy: In the B2B environment, when a customer clings to the buying decision without much alteration in price, model, or supplier, the purchase decision is called straight rebuy. Here, the manufacturer or the wholesaler buys the same brand or product with little modifications.
Stages of the New Purchase Decision Process
New purchase task is the term mainly used in the B2B business domain. B2B and B2C indicate different buyers. B2B involves manufacturers, wholesalers, and retailers, while in B2C, buyers are the end customers only.
Proper diagnosis of the problem: Problems related to malfunctioning of machines, outdated technologies, men, materials, resources, etc., are to be accurately identified for consideration of new task purchase.
Identifying the necessary development work: The developers must find out the solution to the problem and list the possible modification required to be implemented.
Market research for the most suitable product and supplier: The managers start the research work on websites to find the vendors dealing in the desired goods or services, find vendors, examine websites, and browse through catalogs. They examine the quality, design, and cost of every potential purchase. The managers systematically study potential buyers in both new and old categories, focusing on their client’s report, service, cost, availability, and overall reliability.
Selection of product and supplier: After the evaluation, the business manager chooses one supplier (sole sourcing) or resorts to multiple sourcing ( two or more suppliers).
Evaluate the supplier’s performance, compare the products with the given specifications, and finally sign the contract with the new supplier.
Types of B2B Buyers in New Task Purchase
Depending on the purchase and its information, there are three basic sorts of B2B buyers in new task purchase, which are as follows:
The economic buyer: This decision-making unit in the B2B sector focuses upon the business’s financial gain while taking a new task purchase decision. This segment of the buyer, which may include the manager and the CEO of the company, insists on buying products or dealing with the supplier who provides the maximum business advantage.
The infrastructure buyer: This is typically the IT and installation units of a company. These professionals look into the issues related to the cost and installation of a new product. They insist on buying the types of machinery that might ensure the highest ROI from the company’s point of view.
The user buyer: The end-users or the workforce unit using the pieces of machinery or products in the manufacturing section. If they submit negative reviews about the products, poor output, inconvenience in running the machines, the purchase decision could be aborted for the next deal.
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