A review of organizational buyer behaviour models and theories
Over the years, models have been developed, and theories propounded, to explain the behavior of industrial buyers on the one hand and the nature of the dyadic relationship between organizational buyers and sellers on the other hand. This paper is an attempt at a review of the major models and theories in extant literature. The discourse highlights the similarities and differences amongst the models and theories. The review observed that researches on theory and model of organizational buyer behaviour have not been evolutionary, that is, model do not seem to build on previous models. The review concluded by recommending a synthesized model which incorporates both the unique and the similar features of other research.
Keywords: Buyer behavior, models, theories, purchasing