Organizational Buying Behaviour

According to the definition given in Marketing Management by Philip Kotler,  - "Organizational 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 brands and suppliers"

In the case of bookmyshow.com, it is acting like a service provider or an agent for the products or services being produced by any other organization. Hence, the role of organizational buying decisions is very limited in scope for bookmyshow.com

Bookmyshow.com has only one objective i.e. to maximize its offering in terms of online ticket sales are concerned.Hence, evaluating and choosing brands and suppliers do not play a significant role in the decision making till the time the event they want to sell tickets for is profitable enough to go for online sales

Hence, bookmyshow.com defines the organizational buying behavior not in the terms of choosing the products but in the terms of services being offered to only clients who are profitable to work with, have substantial demand among the customers using e-ticketing sources and who would like to forge a long lasting relationship with bookmyshow.com