This question is for a healthcare management class answer to

This question is for a healthcare management class, answer to be in paragraph format: Differentiate between organizational and consumer buying behavior.

Solution

Organizational Buying

Derived demand is the terminology given to explain that the demand for goods, services and ideas in organizations is derived from the consumer demand. Healthcare managers have to work with many decision making units to influence either buying or selling decisions on behalf of the organization.

Consumer buying

The study of consumer behavior attempts to understand how persons select, secure, use and dispose products, services, ideas inorder to satisfy their needs. To understand consumer behavior healthcare managers should draw greatly from the field of psycology. Internal influences are consumer motivations, attitudes, perceptions, learning, personality, values, emotions. External ones include family, reference groups, culture, situational factors.The consumer decision making process is-

problem recognition

internal search

external search

alternative evaluation

purchase

and post purchase evaluation