Abstract:

Manufacturers of business products have sought more effective ways for messages to break through, be heard and resonate with their audiences. While purchase decisions for high-end business products are typically team decisions, and the dynamics of the decision process have been dissected by researchers for years, the element that has typically not entered this model is the personal element; understanding the motivations of the key person who is the (internal) expert on the product. This paper addresses the discovery of the values and/or motivations of buyers.