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Published in:
2015 | OriginalPaper | Chapter
Assessing Attitudinal Congruence in the Buying Center
Author : Paul D. Boughton
Published in: Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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Although the concept of multi-person buying centers is widely recognized, industrial marketing researchers still rely primarily on survey data supplied by a single company informant. This paper reports on a study which shows that buying center participants have varying beliefs about variables which are central to a purchase decision: This study lends added weight to the importance of studying more than one informant per company when strategy is based on understanding buyer behavior.