Abstract:
There is a large amount of research which deals with the buying behaviour of organizations and which brings to the fore the concept of "Buy grid" where a buying centre and the different phases in the buying process are identified. Our research concerns the application of this concept in the field of buying for resale in France in integrated commerce (hypermarkets and department stores). This is an exploratory approach (case study) built around interviews with buyers and suppliers. We cover the existence of a buying centre, the different buying situations and the phases in the process. Two variables play an important role : - the variables linked to the company, in particular the centralisation or decentralisation of decision making - the variables linked to the environment, particularly the existence of fashion phenomena. However, the exploratory nature of this research, especially where the size of the sample is concerned, limits generalisation.
Magazines
Revue Française du Marketing (Juin 2015)
Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
June 1, 2015
Magazines
Revue Française du Marketing (Juillet 2004)
Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
July 1, 2004
Magazines
Revue Française du Marketing 1998 (N. 170)
Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
December 1, 1998
