التفاصيل البيبلوغرافية
| العنوان: |
Impact of branding and product augmentation on decision making in the B2B market. |
| المؤلفون: |
Alexander, N. S.1, Bick, G.1, Abratt, R.2 Abratt@huizenga.nova.edu, Bendixen, M.2 |
| المصدر: |
South African Journal of Business Management. Mar2009, Vol. 40 Issue 1, p1-20. 20p. 4 Charts, 2 Graphs. |
| مصطلحات موضوعية: |
*BRANDING (Marketing), *BRAND identification, *STRIP mining, *DECISION making, *PURCHASING agents, *CONJOINT analysis, SOCIAL aspects, BUILDING material durability |
| مستخلص: |
The aim of this study was to investigate the impact of the brand and product augmentation on the buyers of industrial tyres. While much has been studied about branding issues in B2C markets, very little research has been conducted in B2B markets. The research method used was a conjoint analysis experiment. The subjects were decision-making unit (DMU) members of open-pit mining companies in South Africa who purchased industrial tyres for mining operations. The results suggest that the brand is very important, followed by durability, and price. Differences of magnitude amongst the members of the DMU occurred. The impact of these findings as well as the implications for buyers and suppliers are discussed. [ABSTRACT FROM AUTHOR] |
|
Copyright of South African Journal of Business Management is the property of African Online Scientific Information System PTY LTD and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| قاعدة البيانات: |
Business Source Index |
