THE ATTITUDES AND BEHAVIOUR OF INDUSTRIAL BUYERS TOWARDS PRICE
Abstract
It is often assumed that the behaviour patterns of the domestic consumer and industrial buyer are fundamentally different. The argument, which is a gross over‐simplification, runs as follows. The industrial buyer is not buying for himself but for his organization. He therefore makes his decisions in relation to his organization's objectives and behaves as a logical animal. He buys to tight specifications and is equipped to “judge” the reasonableness of prices.
Citation
Swallow, S. (1971), "THE ATTITUDES AND BEHAVIOUR OF INDUSTRIAL BUYERS TOWARDS PRICE", Management Decision, Vol. 9 No. 1, pp. 71-80. https://doi.org/10.1108/eb000957
Publisher
:MCB UP Ltd
Copyright © 1971, MCB UP Limited