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The Industrial Customer

  • Peter F. Hutton

Summary

The need for reliable marketing information is as great in industrial as it is in consumer markets. Those markets vary from the highly specialised low-volume to the high-volume mass-market products. The process by which purchase decisions are made are often complex, involving a number of people and a wide variety of interrelated criteria. Survey research is used to unravel this complexity and to ascertain the relative standing of products and their suppliers in the market-place.

Keywords

Survey Research Consumer Market Brand Image Corporate Image Industrial Market 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Further Reading

  1. Paul N. Hague, The Industrial Market Research Handbook (Kogan Page, 1985).Google Scholar

Copyright information

© Peter F. Hutton 1988

Authors and Affiliations

  • Peter F. Hutton
    • 1
  1. 1.Market & Opinion Research International Ltd (MORI)UK

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