Brand Influence in Business-to-Business (B2B) Markets : Understanding the Buying Criteria of Different Organizations (Record no. 91368)

MARC details
000 -LEADER
fixed length control field 02447nab a2200217 4500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 161224b xxu||||| |||| 00| 0 eng d
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Raychaudhuri, P.S. 
245 ## - TITLE STATEMENT
Title Brand Influence in Business-to-Business (B2B) Markets : Understanding the Buying Criteria of Different Organizations
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc
Name of publisher, distributor, etc
Date of publication, distribution, etc
300 ## - PHYSICAL DESCRIPTION
Extent 42-52 p.
520 ## - SUMMARY, ETC.
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
Topical term or geographic name as entry element Business-to-Business
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element B2B
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Brand Influence
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Brand
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Buying Criteria
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Quality
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Garg, Aman
773 0# - HOST ITEM ENTRY
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)
Source of classification or shelving scheme Dewey Decimal Classification
Item type Articles
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Home library Current library Date acquired Total Checkouts Barcode Date last seen Koha item type
    Dewey Decimal Classification     Main Library Main Library 24/12/2016   AR14957 24/12/2016 Articles

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