Vol. 1, Issue 11, Part F (2015)

Abstract
Behaviour is the process of responding to stimuli. There is a famous saying in consumer buying behaviour that is, to be a bull fighter you must first learn to be a bull. The same applies in the context of organizational buying behaviour. As organizational buying behaviour is more complex then consumer buying behaviour therefore, its study is necessitated well in advance. Organizational buying is the process whereby individual decide whether, what, when, where, how and from whom to purchase goods and services. In the present paper the focus is on understanding about organizational buying behaviour, its nature and objectives. The light is also spread on what differentiate organizational buying behaviour from consumer buying behaviour. Various buying situations and the attributes affecting purchase decision are also highlighted.