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Understanding industrial buying behavior is increasingly important to industrial marketers and researchers. Industrial salespeople often ask where, how, and when to communicate effectively to their customers in order to achieve sales success. It is felt that the structure of the informal group of people involved in the buying decision (the buying center) may bear on this issue. This question motivated the researchers to examine the structure of the buying center and some of its antecedents. The results of an empirical study of 68 manufacturers in Singapore suggest that purchase-related factors such as the importance of the purchase, time constraints for the purchase, and the novelty of the purchase situation, tend to influence the buying center's structural dimensions of centralization, formalization, and complexity. Based on these purchase-related factors, specific marketing management implications and directions for future research are discussed. |
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