An important segment in marketing management in B2B markets is Organizational Buying Behaviour (OBB), especially in the context of purchase process management. A common viewpoint relates purchase process to external factors that have the power to influence decisions. These external factors could include demanding nature of such players, like the private sector or other policy-related rules, such as government policies (Lonsdale and Cox, 1998). Sometimes influences from pressure groups and other public sector players also affect purchasing process. However, there are harder and intangible factors which have greater influence over the purchasing process. This relates to the internal influences which work at diametrically opposite purposes. The process of contracting supply management through procurement is clearer when it is viewed in terms of motivation for the supplier. Here, it has to be noted that a buyer may offer an open-ended contract or information provided proves to be asymmetrical. Suppliers are influenced by hyper-rationality as well as bounded-rationality. Apart from these factors, supplier opportunism also comes into play. Purchase managers need to recognize these factors during the supplier management process.
Bounded rationality cannot be possible for managers since they are limited by capacity to process, store and receive or retrieve information (Williamson, 1985). Sometimes, managers lack the ability to read the complexity of a situation and anticipate problems, which will require updates in the purchase terms. When a hyper-rationality model is in place, it is assumed that managers have all of the commercial information that they need. Bounded rationality comes into play when purchases happen at a complex level.There are various drivers in the supply market behaviour of an organization. This behaviour can be conceptualized as a calculative model – involving ‘cost-benefit’ behaviour. These include organizational culture, national culture, team dynamics, and anticipating future business or contingent renewal. Behaviour can also be influenced by duration of social relation, which can be related to the opportunism provided Council of Logistics Management (Council of Logistics Management, 2000). The need to keep the act of opportunism on a legal level is also a major behavioural influence. Purchaser processes are influenced or pressurized by commercial needs.