Inköpsbeteende i en myndighet : med utgångspunkt från SIDA

Sammanfattning: ProblemThe problem is to describe and analyze the buying behaviour in a public organization and the variables forming this behaviour in different buying situations. The aim is further to find implications for improvements in the purchasing section of the studied organization and to find normative implications for marketing efforts directed at this organization. MethodsThe study is based on information gathered from purchasers in the studied organization, SIDA, through personal interviews. Secondary data has also been used. Due to the complexity of the problem two partial studies were conducted. The relations between variables were analyzed mainly by means of non-parametric statistical tests. ResultsIt was found that purchasers with high education and long experience worked longer with a purchase compared to purchaser, with lower education and shorter experience. There were strong relationships between the variables in the buying situation, which indicates that other methods of measurement should be used or the interest should be focused on other independent variables such as the product or purchaser as explanatory variables for the buying behaviour. The purchaser's experience was found to be a better explanatory variable for the size of the buying center than the purchaser's education. Contrarywise to what was expected, there were no strong relationships between the buying situation and the buying behaviour. Due to the fact that price dominates as decision motive and the price level generally is high in Sweden, suppliers at a long geographical distance are frequently chosen. Purchasers reduce the relatively high uncertainty connected with choosing distant suppliers by choosing large suppliers. The buying center tends to be large when the amount of the purchase is high and when the product to be bought is complex. A model of buying behaviour iour is developed w hich provides a basis for future research. The implications for the purchasing section under study can be summarized as follows:The purchasers should be made aware of the importance of the buing policy The purchasers should to a greater extent be product specialists The purchasers as well as personnel at local SIDA offices in the aid-receiving countries should be given further training Purchasing can be decentralized by transferring experienced purchasers to local SIDA offices in the aid- receiving countries The cost of purchasing services should be reduced by limiting contacts with consultants, a computer file of suppliers should be created, and a higher degree of autonomy should be given to the purchaser as regards the maximum purchase amount which they can decide upon by themselves The number of highly qualified purchasers at SIDA should be increased. The implications for marketers can be summarized as follows: Sales efforts should he adapted to product complexity The purchasing manager should be the focal point of manu facturers' marketing efforts when complex products are involved Information should be gathered continously concerning planned and ongoing aid projects Marketing personnel should be specialized in selling to the public sector Accessible official sources of information should be used to obtain data on previous purchases Marketing efforts directed towards SIDA and the public sector should be intensified