- Title
- Isolating the consumer determinants of choice when making a purchasing decision in a supplier company
- Creator
- Williams, Rita Christine
- Subject
- Customer relations
- Subject
- Customer services -- Management Consumer satisfaction -- Evaluation
- Date Issued
- 2018
- Date
- 2018
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- http://hdl.handle.net/10948/36048
- Identifier
- vital:33885
- Description
- The objective of this research was to establish the determinants of purchase choice by customers and to establish the modality of their decision-making process. The study was conducted at PerkinElmer a scientific equipment supplier company. PerkinElmer South Africa supplies equipment to industrial laboratories, academic laboratories and laboratories in government institutions. It has become clear to the researcher that understanding the customer and what their perceptions are is the key to business success. These insights would give the researcher the knowledge of important factors in the customer modality of purchase decisions. The literature review revealed that there are numerous factors that influences a customer buying decision namely: Customer relationships management, Unique selling proposition, the importance of salespeople, customer satisfaction levels, the brand name, Brand awareness, brand perception, brand loyalty, price, the service levels that the company provides after sale. The customer decision-making process and the various stages involved, an empirical study was conducted utilising in-depth interviews. The five main themes that were investigated through in-depth interviews were the following: Customer relationship management, brand, customer satisfaction levels, price, service. The factors were probed, analysed and compared and each customer’s preference was noted. The study employs a qualitative approach as this stance supports the researcher’s interest in the customer views and perceptions. A small sample was utilised from the scientific sector in the Eastern Cape and the Gauteng area. The empirical results indicated the importance of service support and if this is not in place it can mean the loss of future business. The customers in academia had the common view that the price is most important. The university policy forces the lowest priced equipment to be purchased. The respondents unanimously voiced their concerns regarding the expensiveness of PerkinElmer consumables.
- Format
- xiii, 110 leaves
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela University
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NMU Business School
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Rita Christine Williams.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |