Chapter Reference
Chapter 2: Understanding Customer Behaviour

Overview
This activity will help consolidate learning about the seven buying phases that organizations go through when purchasing industrial goods and services.

Activity
The seven buying phases consists of: i) problem recognition, ii) general need description, iii) product specification, iv) supplier search, v) supplier selection, vi) order process specification, vii) performance review.
Imagine you are the purchasing manager for each of the companies below. Assess how you would potentially go through the seven phases of purchasing for each of these goods.

• Danone yoghurt products and its dairy suppliers.
• Apple and their display screens.
• NHS and its medical equipment.
• Cadbury and its advertising campaigns.
• Amazon and its courier services.

Websites
http://www.apple.com
http://www.cadbury.co.uk
http://www.amazon.co.uk