designing a model to explicate the behavior of organizational buyers in purchasing computer products- hardware

understanding the buying behavior of the organizational purchasers is essential for every organizational marketer as well as for the researchers of marketing. the main goal of this research is to analyze the organizational buying behavior, the process that organizations pass to buy computer products, as well as the factors and variables that influence on their decision making. the research method is descriptive and correlation matrix analysis, data gathering method is a combination of interview and questionnaire methods, and the method of data analyzing is structural equations method. the results of the research shows that organizational buyers (banks and financial firms) pass eight steps in purchasing computer hardware products they are affected by five groups of major factors in decision making process as follows: environmental factors, suppliers' marketing motive factors, organizational factors, interpersonal factors and individual factors. the coefficients of the standardized path from path analysis test showed that there was a meaningful relation between all the above factors and the organizational purchasers' decision making process.