TY  - JOUR
AB  - The implicit distinction in the buyer behaviour literature between the contexts of consumer markets and organizational markets has lead to a bifurcated approach to the development of buyer behaviour theory. While useful, even necessary, for teaching and planning purposes, this distinction is inhibiting the development of a generic theory of buyer behaviour and should be questioned. Once the weaknesses of distinguishing so fundamentally between organizations and individuals in terms of their buying behaviour are clarified, a number of key concepts in organizational buyer behaviour clearly require rethinking. More comprehensive empirical research is needed to develop a rigorous theory of buyer behaviour capable of generic application, with appropriate contextual adjustment. The paper explores these issues and suggests some possible conceptual starting points for an integrated classification of buyer behaviour.
VL  - 34
IS  - 7
SN  - 0309-0566
DO  - 10.1108/03090560010331207
UR  - https://doi.org/10.1108/03090560010331207
AU  - Wilson Dominic F.
PY  - 2000
Y1  - 2000/01/01
TI  - Why divide consumer and organizational buyer behaviour?
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 780
EP  - 796
Y2  - 2024/04/25
ER  -