Business buyers use product to guide rational buying choices and look at the total product offer.

Business buyers often employ a range of criteria to make rational purchasing decisions, and one critical aspect they consider is the "total product offer." The total product offer encompasses not only the physical product itself but also additional factors that can influence the buying choice.

1. Core Product: This is the fundamental benefit the buyer expects from the product. For example, if purchasing machinery, the core product is its functionality and reliability.

2. Actual Product: This includes attributes like quality, features, design, and brand reputation. Buyers evaluate whether the actual product meets their needs in terms of specifications and performance.

3. Augmented Product: This refers to additional services and benefits that come with the product, such as warranties, customer service, delivery options, and after-sales support. These augmentations can significantly influence the buyer's decision.

4. Cost Considerations: Business buyers also evaluate the total cost of ownership, which includes the purchase price, maintenance costs, operational expenses, and potential savings from efficiency.

5. Market Positioning: Understanding the competitive landscape and positioning of products helps buyers choose options that align with their strategic goals.

By analyzing the total product offer, buyers aim to make informed decisions that maximize value and minimize risks associated with their purchases. This multifaceted approach enhances rationality in both procurement and supplier selection, ultimately benefiting the organization in the long run.