Purchase Decision Criteria for
Date
2011-06-08
Authors
Rein, Neil
Journal Title
Journal ISSN
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Abstract
The research was undertaken to determine the critical success factors in the
marketing of industrial projects by assessing the rating of these factors by project
purchasers and project suppliers in South Africa.
Potential critical success factors were identified from literature from the fields of
business to business marketing, organisational purchasing, marketing and
purchasing of professional services, relationship marketing and project marketing
itself.
A questionnaire was compiled to assess the rating of the factors by both project
purchasers and project suppliers. Responses were received from 38 individuals
representing project purchasing companies and 34 individuals representing
project supplying companies. Responses to the questionnaires were analysed
and compared using a distribution fitting algorithm approach.
Twelve of the 15 factors identified from the literature were found to be significantly
important critical success factors and a generic project marketing mix consisting of
the following factors was proposed:
· Product and solution offering
· Price
· Physical evidence
· People
· Processes
· Productivity and time - related issues
· Reputation
· Relationships
· Previous experience
· References and referrals
· General capacity
· Quality
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Some differences were found in the rating of constructs underlying these factors
by project purchasers compared to project suppliers in South Africa
Description
MBA - WBS
Keywords
Project management, Purchasing