Small business purchasing of capital equipment |
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Authors: | KEKristian Möller Pekka Pesonen |
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Institution: | 1. Vaasa School of Economics and Business Administration (Finland) and an Assistant Professor in Marketing at the Helsinki School of Economics and Business Administration, Finland;2. Institute for Medical Statistics Finland |
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Abstract: | This article concerns the results of a study employing consumer brand-choice methodology to explain the evaluation and buying decisions for light excavators by individual entrepreneurs. First, the purchasing of industrial products by small businesses is briefly discussed conceptually. Second, the buying decisions of Finnish contractors for light excavators were investigated with a multiattribute choice model. The results indicate that buying decisions are based on product attributes that differ from one excavator model to another. The usefulness of the selection model is evaluated, and a framework model describing factors affecting an individual entrepreneur's excavator buying process is suggested together with certain implications for marketers. |
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Keywords: | Address correspondence to: K E Kristian Möller Helsinki School of Economics and Business Administration Runeberginkatu 22-24 SF-00100 Helsinki 10 Finland |
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