A STUDY ON THE DECISION-MAKING PROCESS OF BUYING CENTRES FOR BUSINESS MICROCOMPUTERS : A COMPARISON OF FIVE COMPANIES IN SINGAPORE

Abstract

The sale of Business Microcomputers in Singapore represents a large and growing market both in terms of dollars and volume. The study compares the acquisition process for five organisations in Singapore in the following areas: - the acquisition process - the interactive dimension of the buying centre - the main influencers in different stages of the acqui¬sition process - criteria for selection of microcomputers

From the findings, the following conclusions are drawn -- the microcomputer market can be segmented by -- size -- organisation computer literacy level -- public/private sector

- marketing strategies can be formulated by 'in' and 'out' suppliers in the various phases of the acquisition process - the technical Information Systems personnel play a greater role in microcomputer purchases than the traditional Purchasing Manager.