The Relative Importance of Choice Criteria in Organizational Buying:

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Abstract
We build on the work of Weitz, Sujan, and Sujan (1986) to offer information which may be used as knowledge content in the adaptive selling model. In particular, we explore the relative importances of choice criteria used in organizational buying given three situational variables. In a field study of 287 decisions made by 32 buying centers, the relative importance of price, quality, delivery, and service are examined across four buying problem types, two buying task situations, and by three job roles. Quality and service criteria tend to be most important across situations followed by price and delivery. Choice criteria importances differ significantly by buying problem type. We offer implications for research and theory development in organizational buying. From a sales perspective, our findings may be viewed as declarative knowledge to help new salespersons practice adaptive selling effectively.

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