ORGANIZATIONAL BUYING PROCESS: PARTICULARITIES OF ROMANIAN BUSINESS TO BUSINESS MARKET

Recent competitive pressures have led many companies to upgrade their purchasing departments. These new, more strategically oriented purchasing departments have a mission to seek the best value from fewer and better suppliers. Webster and Wind call the decision-making unit of a buying organization the buying center. It is composed of "all those individuals and groups who participate in the purchasing decision-making process, who share some common goals and the risks arising from the decisions. This paper presents the results of a quantitative marketing research regarding the position of the buying center on business to business market in Romania towards there suppliers. For these companies the cost of the buying process is seen only from the point of view of the price of the purchased product and not from the point of view of the integrated logistic cost. Some aspects of the relationship between the B2b companies and their suppliers are revealed in the research as well.