Sources of information of the business consumer: the purchase of medicines by hospitals
DOI:
https://doi.org/10.5007/2175-8069.2008v10n20p163Abstract
The source of search for information accomplished by the business consumer can affect decisevely on the choice of a supplier. The understanding of how the search of information is undertaken during purchase can present a strategic situation for the marketing professionals in identifying the needs of business consumers. This study analysed how this search is done by organizational buyers by observing the behaviour of this consumer through a survey conducted with buyers for hospitals in the state of Rio Grande do Sul, Brazil. The research identifyed the strong utilization of the following sources of information: commercial, media, personal and experimental. It was observed that the main source is commercial. The conclusion hás indicated also that the buyer can understand how his organization (hospital) behaves before these variables.Downloads
Published
2008-07-08
How to Cite
Burlamaqui, P. F., & Godoy, R. (2008). Sources of information of the business consumer: the purchase of medicines by hospitals. Journal of Administration Science, 163–181. https://doi.org/10.5007/2175-8069.2008v10n20p163
Issue
Section
Articles
License
The author transfers all copyright of the article to Revista Ciências da Administração, with any reproduction, total or partial, in any means of publication, printed or electronic, being prohibited, without the prior and necessary authorization being requested and, if obtained, will include the competent registration and thanks to the Magazine.
This work is licensed under a Creative Commons Atribuição-NãoComercial-SemDerivações 4.0 Internacional.