A Study on the Customers Perception for the purchase of School Bus: A Pseudo B2B Marketing Scenario
Journal Title: MANTHAN: Journal of Commerce and Management - Year 2018, Vol 5, Issue 2
Abstract
Business to Business (B2B) marketing activity is radically different from traditional Business to Consumer marketing for many reasons, for example, large quantities are involved, repeat orders, long term relationship, sound technical knowledge with both the parties on product features, performance etc. However, some B2B marketing activities have an uncommon feature i.e., for some products, the customer may not possess sound technical knowledge about the product. Marketing and purchase of school buses is one such product. In this case, the marketers do possess sound knowledge of the product but the customer is usually unaware of the technical features and attributes. The information possessed by the customer often varies according to the location viz. urban, semi-urban and rural location. This research addresses customer perception on various technical issues in purchase of school buses in Indore region for these three distinct groups.
Authors and Affiliations
Jagdish Bhagwat, Anurag Tiwari
Keywords
Related Articles
- EP ID EP625437
- DOI 10.17492/manthan.v5i2.14322
- Views 164
- Downloads 0
An Empirical Evaluation of Factors leading to Happiness
Happiness is a multidimensional concept with strong predisposition for qualitative dimensions-emotional well-being, good life, generosity, freedom from suffering, health, sustainability etc. Its measurement also requires...
Literature Review of Life Insurance Markets: Developing a New Perspective to improve the Indian Market
Despite of being the second most populous country, India’s life insurance penetration and density (the two accepted parameters of performance) are low. To look at the causes of underperformance of this vital market, the...
Satisfaction or Motivation-What precedes Performance? A Study of Sales Force in the Life Insurance Industry
While there is considerable research on employees’ satisfaction, motivation and performance, there is lack of conclusive evidence on these dimensions of organisational betterment. This puzzle becomes more complex for sal...
Personality as Predictor of Organisational Citizenship Behaviour: A Study in the Indian Information Technology Industry
The study concentrates on the important dimensions of personality traits and their influence on organisational citizenship behaviour. 169 engineers working in the IT sector of small and medium capital companies, with two...
Cause Related Marketing and Customer Value: The Role of Service Quality and Perceived Risk as Mediators
The present research paper is an attempt to understand the role of mediating variables in the relationship of cause related marketing and customer Value. Based on the literature review, the role of service quality and pe...