A STUDY ON THE DECISION-MAKING PROCESS OF BUYING CENTRES FOR BUSINESS MICROCOMPUTERS : A COMPARISON OF FIVE COMPANIES IN SINGAPORE
THERESA LOW YIN LENG
THERESA LOW YIN LENG
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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.
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Date
1989
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