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Article
Publication date: 14 May 2020

Elyria Kemp, Elten Briggs and Nwamaka A. Anaza

Researchers and practitioners have traditionally maintained that organizational buying requires rational decision-making. However, individuals at organizations make decisions…

2123

Abstract

Purpose

Researchers and practitioners have traditionally maintained that organizational buying requires rational decision-making. However, individuals at organizations make decisions daily applying a confluence of rationalizations and emotions. This study aims to address the roles of personal feelings, facts and emotional advertising content in the organizational decision-making process.

Design/methodology/approach

In two studies, the authors apply both qualitative and quantitative methods to explore emotional and cognitive reactions to advertising. In Study 1, depth interviews were conducted with marketing and advertising content developers from a Fortune 100 technology company. In Study 2, a web-based survey was sent out to a Fortune 100 company’s buyer panel.

Findings

Results suggest that advertising using emotion-based themes helps to foster brand engagement tendencies and advocacy for a brand. Findings also demonstrate that organizational status (C-level executive’s vs non-C-level employees) moderates the relationship between buyers’ reliance on facts and their receptivity to advertising using emotion-based themes, such that reliance on facts increases the appeal of emotional advertising.

Research limitations/implications

This research contributes to the organizational buying literature by addressing the dearth of research on the role of emotions in organizational decision-making and providing insight into the role of advertising in business-to-business (B2B) decision-making.

Practical implications

These results imply that advertising incorporating emotion-based themes provide meaningful information to B2B buyers and is especially effective when targeted at buyers at higher levels in an organization.

Originality/value

B2B buying behavior has traditionally been considered a rational undertaking. This research explores how decision-making orientation and the presence of advertising using emotion-based themes help to foster engagement and advocacy for the brand.

Details

European Journal of Marketing, vol. 54 no. 7
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 16 April 2020

Yingtong Zhong and Sovan Mitra

The Chinese fashion market is becoming increasingly important in terms of consumption volume and value. A critical aspect of the Chinese fashion market is the role of the fashion…

2776

Abstract

Purpose

The Chinese fashion market is becoming increasingly important in terms of consumption volume and value. A critical aspect of the Chinese fashion market is the role of the fashion retail buyer; however, there exists little literature on their role and their decision-making process. This paper, therefore, explores the role of Chinese fashion retail buyers, their decision-making process as well as the key factors that influence the retail buyer's decision-making process.

Design/methodology/approach

Informed by the inductive approach within Sheth's (1981) framework, in-depth interviews with a number of retail buyers in nine leading fashion companies in China were carried out to explore fashion retail buyers' decision-making processes.

Findings

The results show that management mentality, type of merchandise and type of decision context were the most influencing factors regarding merchandise requirements (MRs). Fashion retail buyers in China are substantially restricted by the management style of the firm, which also influences the product mix choice. To evaluate merchandise, fashion buyers take into account consumer demand, company position, geographical differences and fashion trends. In regards to supplier selection, production stability coupled with quality and cost factors become paramount. The study also demonstrates that country of origin (COO) is a less significant factor in the fashion buyer's decision-making process.

Originality/value

This is the first study that explores the fashion retail buyer's decision-making processes in the Chinese market. The results show Chinese fashion buyers' decision-making processes differ significantly from other markets. This paper offers guidelines for an efficient and effective fashion retail buying process in China. The findings offer important avenues for further research and provide insights for fashion professionals in the Chinese and other emerging markets contexts.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 24 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 5 February 2018

Elyria A. Kemp, Aberdeen Leila Borders, Nwamaka A. Anaza and Wesley J. Johnston

Organizational buying behavior has often been treated as a rational activity, even though humans are involved in the decision-making. Human decision-making often includes a…

5371

Abstract

Purpose

Organizational buying behavior has often been treated as a rational activity, even though humans are involved in the decision-making. Human decision-making often includes a complex cadre of emotions and rationalizations. Subsequently, organizational buyers may not only be driven by logic, testing and facts, but also by emotions. The purpose of this paper is to investigate the role that emotions play in organizational buying behavior.

Design/methodology/approach

In-depth interviews were conducted with marketing decision-makers for one of the most valuable brands in the world. The role that emotions play in the behavior of organizational buyers is elucidated from the perspective of these marketing professionals.

Findings

Emotions are prevalent at all stages in the organizational decision-making process and various discrete emotions fuel action tendencies among buyers. Efforts are made by marketers to strategically manage the emotions buyers experience.

Practical implications

Although organizational buyers must see the functional value of a product or brand, companies need to consider ways in which brands can connect with buyers on an emotional and personal level.

Originality/value

This paper contributes to the literature by offering insights into which discrete or specific emotions are most prominent in organizational buying behavior and how the manifestation of these emotions impact decision-making at each stage in the buying cycle.

Details

Journal of Business & Industrial Marketing, vol. 33 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 1 December 2002

Rui da Silva, Gary Davies and Pete Naudé

Assesses the influence that certain retail buyer characteristics have on how the buyers approach their buying task. By examining five different buyer characteristics and the…

13543

Abstract

Assesses the influence that certain retail buyer characteristics have on how the buyers approach their buying task. By examining five different buyer characteristics and the relative importance that individual buyers place on six different product attributes, draws some pertinent conclusions as to how the buying task is approached. A total of 100 interviews were conducted with UK retail buyers of textiles and clothing in 35 companies, covering 62 separate divisions. The context for each interview was that of a new buy where the options were to source locally or from an international source. A PC‐based package (judgmental analysis system, or JAS) was used to assess the importance of six buying criteria derived from the literature and perceived to be relevant in organisational buying. The results confirm what have been largely theoretical ideas of linkages between buyer characteristics and the importance that they place on different criteria during the decision‐making process. Clear correlations exist, and these can be explained and supported by the qualitative data gathered during the study.

Details

European Journal of Marketing, vol. 36 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 3 February 2012

Lyndall Bryant and Chris Eves

Sustainability Declarations were introduced by the Queensland State Government on 1 January 2010 as a mandatory disclosure measure for all dwelling sales in the State. The purpose…

1149

Abstract

Purpose

Sustainability Declarations were introduced by the Queensland State Government on 1 January 2010 as a mandatory disclosure measure for all dwelling sales in the State. The purpose of this paper is to assess the impact this policy decision has had in the homebuyer decision‐making process in the first year since its introduction and to consider the effectiveness of the legislation in meeting its policy objectives.

Design/methodology/approach

This quantitative research comprised a two‐part process: the first stage surveyed the level of compliance by the real estate industry with the legislative requirements. Stage two comprised an online survey of Real Estate Institute of Queensland members to determine what impact the Sustainability Declaration has had on home buyer decision making and how effective the legislative mechanisms have been in achieving the policy objectives.

Findings

This paper assesses the initial impact of this initiative over its first year in operation. These preliminary findings indicate a high level of compliance from the real estate industry, however results confirm that sustainability is yet to become a criterion of relevance to the majority of homebuyers in Queensland.

Practical implications

These quantitative findings support anecdotal evidence that the objectives of the legislation to increase homebuyer awareness and relevance of sustainability issues in the home are not being achieved.

Social implications

Sustainability Declarations are a first step in raising homebuyer awareness of the importance of sustainability in housing. Further monitoring of this impact will be carried out over time.

Originality/value

This is the first research undertaken to assess the impact of this new mandatory disclosure legislation in Queensland, Australia. The findings will inform policy makers and assist them to assess the effectiveness of the current legislation in achieving its policy objectives.

Details

Property Management, vol. 30 no. 1
Type: Research Article
ISSN: 0263-7472

Keywords

Article
Publication date: 22 October 2019

John Nadeau, Leslie Wardley and Alexander Dorohoi

The purpose of this paper is to explore the understudied topic of sustainability as a factor in the Canadian residential real estate purchase decision using the unique lens of…

Abstract

Purpose

The purpose of this paper is to explore the understudied topic of sustainability as a factor in the Canadian residential real estate purchase decision using the unique lens of justice motivation theory.

Design/methodology/approach

Using a qualitative approach, the study draws on transcripts from 14 interviews with realtors and residential buyers in three different Ontario cities. This paper adopts an exploratory perspective to investigate justice-based motivations related to sustainability in the real estate decision process.

Findings

The research finds that the three requirements of justice motivation are satisfied in the context of a broad understanding of sustainability that includes social, economic and environmental dimensions. The residential real estate decision offers opportunities for sellers to appeal to those motivated by justice.

Practical implications

Policymakers should consider ways of easing these barriers for those consumers who a financially unable to satisfy their justice motivation when purchasing a home as well as bolstering regulatory enforcement. Sellers should clearly articulate functional explanations of features as well as benefits to enhance the cognitive processing of the sustainable home as a choice alternative.

Originality/value

This paper makes a unique contribution by arguing that the social psychology theory of justice motivation helps explain the role of sustainability in the residential real estate purchase decision-making process.

Details

International Journal of Housing Markets and Analysis, vol. 13 no. 5
Type: Research Article
ISSN: 1753-8270

Keywords

Article
Publication date: 5 October 2010

Brenda Sternquist and Lu Wang

Retailers act as assemblers of merchandise, selecting goods from among a wide range of available products in order to enhance customer value and loyalty. The purpose of this paper…

1146

Abstract

Purpose

Retailers act as assemblers of merchandise, selecting goods from among a wide range of available products in order to enhance customer value and loyalty. The purpose of this paper is to investigate the Chinese retail buying system, focusing on the buying committee, which is defined as a group of individuals from different positions that have the authority to make final judgments and decisions regarding such matters as adding or eliminating new products.

Design/methodology/approach

This study uses a survey administered to retail buyers.

Findings

Results of independent t‐tests support the hypothesis that the influence of guanxi will be greater in the retail firms without a buying committee. State‐owned enterprises are more likely to use a buying committee than non‐state‐owned enterprises.

Research limitations/implications

Although the sample represents buyers from many regions in China it is not a random sample; this limits the generalizing of results.

Practical implications

Suppliers wishing to sell to Chinese retailers need to know how selling to a retailer using a buying committee will affect their access to buyers.

Originality/value

This is the only paper describing research that focuses on the internal structure of a buying committee within a Chinese retail store. Data of this nature are extremely difficult to obtain.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 22 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 7 March 2016

Mariana Gomes, Teresa Fernandes and Amélia Brandão

Brands have traditionally been regarded as a key asset and a source of competitive advantage in purchasing decisions, as customers are expected to prefer stronger brands to…

3760

Abstract

Purpose

Brands have traditionally been regarded as a key asset and a source of competitive advantage in purchasing decisions, as customers are expected to prefer stronger brands to minimize risks. However, the role of brands in business markets is unclear and underresearched. The purpose of this study is to analyze the relevance of brands in a business-to-business (B2B) purchase setting and their key determinants.

Design Methodology/approach

A research model was developed to explain brand relevance when compared with other decision factors in a B2B context. Based on the frameworks developed by Zablah et al. (2010) and Mudambi (2002), the model considers the purchase situation, decision-maker characteristics and firm size as determinants of brand relevance in the decision-making process. One of the most prominent Portuguese construction groups, which comprised three companies, was chosen for the sample of this study. Data were collected through a self-administered, online, cross-sectional survey, resulting in a convenience sample of 87 decision-makers.

Findings

Findings suggest that attributes related with brands matter even in B2B rational decision-making processes. However, brands are not important to all organizational buyers or in all situations. Different purchase situations and decision-maker characteristics proved to have an impact on brand relevance, namely, brand reputation, prior purchases and brand awareness. Only firm size was not confirmed as a determinant of brand relevance in the B2B purchasing process.

Originality/value

B2B brand research is scarce, especially for industrial services. By investigating the determinants of brand relevance in a B2B purchasing context, namely, in a construction services setting, this study contributes to bridging this literature gap. Moreover, the few studies on the subject have been largely descriptive in nature and managerially oriented, while this investigation emphasizes hypothesis testing through a proposed research framework. Also, in managerial terms, identifying determinants of the importance given to brands by organizational buyers is critical in deciding when investment in brand development is more likely to payoff.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 2
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 11 January 2013

Sonia Manjeshwar, Brenda Sternquist and Linda K. Good

Buying decisions are often viewed as random and therefore not generalizable. Additionally, retail buying is typically conducted by individuals and is impacted by cultural…

2400

Abstract

Purpose

Buying decisions are often viewed as random and therefore not generalizable. Additionally, retail buying is typically conducted by individuals and is impacted by cultural considerations. The aim of this paper is to identify critical incidents from China and India, and use theoretical concepts from buyer‐supplier literature to explain the outcome success or failure.

Design/methodology/approach

The paper uses the critical incident technique to capture retail buying decisions that resulted in either successful or unsuccessful outcomes. The authors analyze and match each critical incident with theoretical evidence to explain the result.

Findings

A total of ten critical incidents were described by ten senior retail‐buying executives in China and India. Critical incidents were classified under four retailing categories: assortment planning, product promotion, sourcing issues, and supply chain issues, and analyzed under four theoretical themes: opportunism, trust, long‐term orientation and power‐dependence.

Practical implications

Organized retailing is a new phenomenon in China and India. This study bears implications for the training of future retail buyers in both emerging economies, and emphasizes the integration of scientific, modern methods of decision‐making with the cultural values of the local country.

Originality/value

This study is unique because it relies on the voice of the retail buyer to explain real‐world decision making with theoretical evidence from buyer‐supplier literature. Methodologically, this paper is unique as it reports on the first study using critical incident interview techniques to study professional retail‐buying practices.

Details

Qualitative Market Research: An International Journal, vol. 16 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 10 May 2022

Nwamaka A. Anaza, Brian N. Rutherford, Gavin Jiayun Wu and Ashok Bhattarai

Drawing on the organizational buying decision-making framework, the purpose of this study is to investigate how sales orientation (SOCO) affects buyers’ conflict…

Abstract

Purpose

Drawing on the organizational buying decision-making framework, the purpose of this study is to investigate how sales orientation (SOCO) affects buyers’ conflict, salesperson-owned loyalty and buyers’ propensity to end a supply relationship when selling firms use a single versus multiple salesforce go-to-market strategy.

Design/methodology/approach

Survey data was analyzed with a sample of organizational buyers. Confirmatory factor analysis and structural equation modeling were used to analyze the data.

Findings

Findings reveal that a selling firm’s go-to-market salesforce strategy moderates certain relational aspects of the buyer–salesperson relationship, consequently influencing a buyer’s decision to end a supply relationship.

Research limitations/implications

Empirically, these findings indicate that the effects of selling orientation on conflict, salesperson-owned loyalty and exit intentions are not only based on the salesperson’s efforts but are conditional on the selling firm’s go-to-market strategy, particularly with the implementation of multiple salespeople selling to a particular industrial buyer.

Practical implications

These results suggest that a salesforce go-to-market strategy conveys serious consequences on buying decisions. Given that a go-to-market strategy involving multiple salespeople impacts the buyer’s relationship with the selling firm to a greater degree, managerial oversight must remain present when selling firms decide to pursue such a go-to-market strategy.

Originality/value

The empirical investigation of a salesforce go-to-market strategy is an original pursuit. Specifically, this study shows that while it is critical that buying and selling firms monitor buyer–salesperson relationships as the basis for supply partnerships, these exchanges are largely contingent on the selling firm’s go-to-market strategy.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

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