ORGANIZATIONAL BUYING BEHAVIOUR

Organization buying is the decision- making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brand and suppliers. Those who supply goods and services to consumer markets are themselves in need of goods and services. These organizations (producers, re-sellers and government) make up vast marketing organizations that buy a large variety of products and services. Some organizations sell exclusively to other organizations and never come into contact with consumer buyers.

Every organization has a buying center which consists of member who typically play one of the following 7 roles:

·         Initiator: They are the one who request that something needs to be purchased.

·         Users: They are the ones who will eventually use the product that is being bought. In many cases the users and initiators might be the same person.

·         Influencers: They are the ones who influence the buying decision by defining specifications and providing information for evaluating alternatives.

·         Deciders: People who decide on product requirements or on suppliers

·         Approvers: People who authorize the proposed actions of deciders or buyers.

·         Buyers: They are the people who have formal authority to select the supplier and arrange the purchase terms.

·         Gatekeepers: People who moderate the information that reach the buying center

Like any other manufacturing company Parle Agro will also have certain requirements for making Frooti. Parle Agro buys fine quality of mango pulp for making of Frooti. It is bought from areas of Bangalore and Mumbai. Some of the typical requirements of the company would be -

1. Mango Pulp
2. Sugar
3. Flavour
4. Water
5.Plastic Bottles
6.Cartons  

The water is managed in house. Parle Agro has a mineral water unit as well - Bailley Packaged Drinking Water.
Same goes for the PET Bottles in which Frooti is packed. Parle Agro has a manufacturing plant for that as well.

 Frooti was the first drink that was available in Tetra Packs in India. Tetra packs are bought from the Tetrapack Company.