Articlegold2009

Impact of branding and product augmentation on decision making in the B2B market

Nicholas Stewart Alexander · Geoff Bick · Russell Abratt · Mike T. Bendixen

28 citations0/0 files storedSouth African Journal of Business Management

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

The aim of this study was to investigate the impact of the brand and product augmentation on the buyers of industrial tyres. While much has been studied about branding issues in B2C markets, very little research has been conducted in B2B markets. The research method used was a conjoint analysis experiment. The subjects were decision-making unit (DMU) members of open-pit mining companies in South Africa who purchased industrial tyres for mining operations. The results suggest that the brand is very important, followed by durability, and price. Differences of magnitude amongst the members of the DMU occurred. The impact of these findings as well as the implications for buyers and suppliers are discussed.

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References

1991Managing brand equity : capitalizing on the value of a brand name.1990Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice 1992Managing Brand Equity: Capitalizing on the Value of a Brand Name 1999Marketing Management: The Millennium Edition 1989MANAGING BRAND EQUITY 1999Business Market Management: : Understanding, Creating, and Delivering Value 1982Commercial Use of Conjoint Analysis: A Survey 2003Brand equity in the business-to-business market

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