VENDOR CAPABILITY AND ITS INFLUENCE ON BUYING DECISIONS IN B2B PURCHASE ENGAGEMENTS

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Kunal R Joshi
University of Mysore

Dr. D Anand
University of Mysore

Vol 17, No 10 ( 2022 )   |  DOI: 10.5281/zenodo.7157384   |   Licensing: CC 4.0   |   Pg no:1653-1661   |   Published on: 07-10-2022

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Abstract
Executive summary: B2B purchase decisions are evolving as more scientific in nature. Purchase processes have become more process oriented over time. This has led to various engagement models between B2B buyers and sellers. This paper tries to study some of these engagement models and understands the implications of Vendor’s capability and its influence on B2B buying decisions. This study is has referenced papers from 1970 to 2019. Relevance of the study: this Study is very relevant in the current scenario. B2B purchase scenarios are getting more and more complex and evolutionary. With the advent of technology and MIS, the purchase process is becoming scientific in nature. This paper tries to study the relevance of Vendor’s capability and its influence on the business buying decisions. We reference various literatures and also conduct a pilot study to understand the priorities of the buying center.

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