Abstract
Information search process is an important-component of the organizational purchasing process. In this study, an attempt has been made to find out the information requirements, message sources and sellers’ perceptions and buyers’ responses with regard to information input in the purchasing decision-making. To fulfill this objective, the study was conducted at the backdrop of Indian industrial electronics market. A sample of 33 organizations under two buying situations viz. purchase of major capital items and purchase of minor capital items were considered. As such a total of 65 executives were personally interviewed with a structured questionnaire. The results of the study indicate that recommendations from other users are an important channel for communication in the market and the role of sales engineer as the provider of information to the industrial buyers is important.
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Muralidharan, S., Jayachandran, S. (2015). Information Search process in the organizational Buying Decision-Making-An Empirical Study in the Indian Industrial Electronics Market. In: Sidin, S., Manrai, A. (eds) Proceedings of the 1997 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17320-7_12
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DOI: https://doi.org/10.1007/978-3-319-17320-7_12
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17319-1
Online ISBN: 978-3-319-17320-7
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