The effect of marketing capabilities on organizational buying behavior

The purpose of this research is to examine the effect of marketing capabilities on organizational buying behavior. This study draws on buying determinants theory to investigate marketing capabilities influence on search for information, use of analysis techniques, procedural control and proactive focus. This study further examines how the relationship between marketing capabilities and organizational buying behavior is moderated by purchase importance, buy-task, competitive intensity and market turbulence. In order to test the relationships between marketing capabilities and organizational buying behavior, data were collected from the top and middle level managers of 358 medium and big-sized firms operating in manufacturing sector by survey. Multiple Regression Analysis and SPSS Process Macro were used to test the hypotheses in the research. Results show that when their market sensing capability improves, buying firms tend to focus more on search for information; when their new product development capability improves, they tend to focus more on use of analysis techniques in buying behavior. It is also found that as their strategic partnering capability improves, they tend to apply more proactive focusing and procedural control in buying behavior. However, new product development capability has no significiant effect on search for information and supply chain managament has no significiant effect on procedural control. In this study, the moderating effect of purchase importance, buy-task, competitive intensity and market turbulence in the relationship between marketing capabilities and organizational buying behavior are also investigated. As a result of the analyses, purchase importance has a moderating effect in the relationship between new product development capability and search for information, new product development capability and use of analysis techniques and supply chain management capability and procedural control. While buy-task moderates only the relationship between supply chain management capability and procedural control; market turbulence has a moderating effect both in the relationship between supply chain management capability and procedural control and new product development capability and use of analysis techniques. Competitive intensity has a moderating effect in the relationship between market sensing capability and search for information; new product development capability and search for information; new product development capability and use of analysis techniques. Keywords: Marketing Capabilities, Organizational Buying Behavior, Purchase Importance, Buy-Task, Competitive Intensity, Market Turbulence