A Decision making Model for Hi-Tech organizational buyers: SAIRAN's Patient Monitor

Why do customers prefer one product/ brand to other products/ brands? Which elements make one product more attractive than the others? Nowadays, by the growth of markets, customers are growing too and accordingly understanding customer’s behavior becomes more complicated than ever. “Customer behavior” is one of the most important matters for any marketer in SAIRAN organization to the extent that many decision makings heavily depend on this issue in the organization. Hi-Tech markets have silent environmental characteristics such as market/technology and competitive uncertainty which differentiate them from low-Tech markets; by the way, B2B and B2C marketing has many differences in contrast with each other. One of the major objectives of this paper is to explore the critical factors which affect the decision making of Hi-Tech organizational buyers. By concentration on “Patient’s Heart Monitor” as a hi-tech product in SAIRAN Company, we proposed a new applicable model for the company’s marketing manager. In this research the “grounded theory method” was used which as the best approach to get an applicable and useful model for B2B buying behavior in high-tech products. Finally, we compared this model with one of the latest models - Manabery & Tina’s model - which has revealed its strengths and weaknesses.