THE INDUSTRIAL CUSTOMER

THE INDUSTRIAL CUSTOMER

 A very important factor of great importance for industrial marketing are buying motives and behavior of the industrial customer.

 BUYER'S REASONS

 Any business decision usually influenced by several factors and the business purchasing decision is no exception. There are a number of external (environmental), internal (organization) and personal factors affecting business buying decisions.

Business buyers, usually apply different criteria to evaluate the product. Economic objectives dominate most business purchases. When competitive vendor offerings are similar to the economic parameters, non-economic factors to be very influential.

 ECONOMIC GOALS

 Economic objectives, also known as task-oriented goals, should dominate the evaluation process in making business purchase decisions, because most businesses is to purchase commercially. Smart shoppers are sensible value and not price sensitive.

He must be prepared to justify their purchase based on measurable results. Accordingly, the considerations that influence the buyer's decision to sponsor a professional supplier over another tend to be of quality, service and price-often in that order.

 QUALITY

 As explained in a following section, the quality is a major factor in the purchase because the industrial quality machinery, materials and components affecting the cost and quality of production, maintenance cost, production runs, the continuity and consistency of supply, etc..

Services required by the buyers of the organization includes support, maintenance and repair services, training and availability of spare parts.

RECIPROCITY

 Another economic reason business guide decision of purchase is reciprocity.

 PRESTIGE

 Many business buyers assign significant value to the prestige of the organization.

SECURITY CAREER

 The concern for the safety of the race discourages risk-taking in the purchase.

 PERSONAL RELATIONSHIPS

 Purchasing decisions are also influenced, in many cases, the relationship between the buyer and the supplier or organizations interested in selling and buying.

 POLITICAL

 In several instances, purchase decisions are affected by political factors.

 Fundamentals

 Quality, service and price are considered the main variables influencing the purchase of industrial goods and are evaluated by the customer as a package, with the possibility of exchanges between them.

Quality

 Quality is an important consideration in buying quality because industrial machinery.

Savings

 Purchasing officers often seek the savings could be achieved through the use of alternatives.

The focus that we are working on the book is marketing.

What we want to achieve is, from marketing or marketing strategies, identify customer preferences towards particular market, and develop techniques in which demand increases more and more and the customer feel more comfortable with the product offered.

One of the factors to be analyzed or purchase criteria that the client has in mind is the price, average time of use, commercial criteria and if appropriate to the conditions set by client.