Identifying Key Factors influencing The Customer Decision Making in Buying Organizationl Software

This mixed method study tried to identify the factors affecting decision making of buying new organizational software، classify and ranking them beside. In depth interviews with 10 customers of Hamkaran system that had the potential of buying new software have been employed and content analysis of these interviews revealed some factors in five categories that became the base of questionnaire design. This study is applied in view of aim، and is descriptive-survey in view of entity. Sample of 177 customers of System Group co. have been chosen for the study. Kruskal-Wallis test and t test of normality showed all factors to be effective. Then the factors have been prioritized using Friedman test which include: buyer`s internal organizational factors، product feature، factors related to seller1s organization، factors related to process and selling promotion، market and environmental factors.