MARC details
| 000 -LEADER |
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| fixed length control field |
02447nab a2200217 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
161224b xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Raychaudhuri, P.S. |
| 245 ## - TITLE STATEMENT |
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| Title |
Brand Influence in Business-to-Business (B2B) Markets : Understanding the Buying Criteria of Different Organizations |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
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| Name of publisher, distributor, etc |
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| Date of publication, distribution, etc |
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| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
42-52 p. |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc |
The brands make identification of products, services, and businesses convenient, easy, and more acceptable for the buyers. Besides, the brands help to differentiate them from competitors' offerings. The brands also communicate improved value and benefits to the business buyers. And brands also act as a measure of guarantee for quality, performance, and the source; and thus reduce the risk and complexities in buying decisions. The objective of the study was to have a deeper understanding of the various evaluative criteria used in different B2B purchase decisions, and to what extent a brand influences them and how beneficial are those decisions for the buying organizations. The study was focused around the value and importance of branding, the preference towards branded products, and the effect of factors like price, risks involved, information availability, customer support/ after sales services, and value addition on purchase decisions in organizations. The study was conducted with 110 respondents from four different industry categories purchasing and using namely, garment manufacturing machinery, photocopiers, photographic equipment, and medical diagnostic equipments with the help of a questionnaire and interview. The study revealed that more or less, industrial and organizational buyers, though very price conscious, prefer branded products because it gives a mental satisfaction that they are buying a quality product and associated services from a reliable and known source. The companies supplying branded products provide quick backup service and support, and they are more preferred because it assures quick response and solution of any bottleneck and issue with the final end product/ service produced in the buying organization. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Business-to-Business |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
B2B |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Brand Influence |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Brand |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Buying Criteria |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Quality |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Garg, Aman |
| 773 0# - HOST ITEM ENTRY |
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| Host Biblionumber |
39847 |
| Place, publisher, and date of publication |
New Delhi Indian Journal of Marketing |
| Other item identifier |
S85392 |
| Title |
Indian Journal of Marketing, 46 (12) Dec 2016 |
| International Standard Serial Number |
0973-8703 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Item type |
Articles |
