The buyers bargaining power also increases when suppliers offer products of the same technical parameters, price and quality. The
purchased goods are standardized and undifferentiated.
It is very difficult to draw buyer’s attention to the product
which is offered by other producers in the same
form, quality and at the same price. Homogeneous products
let the buyer change suppliers constantly, therefore
the suppliers must search for other ways of drawing the
buyer interest. The suppliers offer extra services to
compete, thus. In this situation the buyer is the winner
who increases the bargaining power and position in the
market [5]. A buyer gains large purchasing and bargaining
power when they buy a large amount of goods in
comparison with the size of supply. At this moment they
become very important and preferred customer for the
supplier. The buyers bargaining power is also strong
when they strive for backward vertical integration. This
kind of integration ensures the parent company control
over dependent companies which produce some of the
components necessary for the production of parent
company own fi nal products. It is presented in Figure 4
where the intermediate production company incorpo?