A Study on the Practical Application of the Industrial Buyer Behavior Models

-focused on the case of electronic company and engineering-

Sim, Jin Sub(Dept. of Business Administration Graduate School of King Sejong University)

I. Intorduction

Nowadays, the Marketing has tendency to be studied about consumer behavcior in a study of buyer behavior by many scholars and marketers But, according as the change from the society of rechness to of resources shortage, a lot of marketing scholars take an active part in studying about buyer behavior that to be purchased the industrial products.

As there are so many problems in especially the purchases for reproduction, home and politics economics Marketing has been studied in the buyer position of the industrial products insetead of the seller position.

Therefore, this study presents the administrative way of industrial marketing through the comparison and analysis of the buyer behavior models which is conbined with various conceptual components to be explained the industrial buyer behavior and then, consider the industrial marketing which difference is the industrial marketing related to consumer marketing for the help of understanding these models, especially with the comparison and analysis of the buyer behavior model in the industrial products, it has contributed to understand the buyer behavior, in the industrial products through the appling for the most practical buyer behavior, Choffray-Lilien model, in the industrial products and for the buying process about it happens.

II. The method and scope of the study

A study method in the socio-science departrment is divided into the exploratory studies, descriptive studies, hypothesis testing at the end, among these methods, this study is dealt with the case study based on the exploratory studies and descriptive studies, and the individual interview.

the concrete method as followed ;

1) This study material was gathered by the individual interview with the working-level official each comany's purchasing department about the manual for the pruchasing job, administration, the description for the pruchasing adminstrative procedure in the purchasing department of the electronic company of S, D, H and G and of the engineering company of K, H, D, L

2) A descriptive analysis is made use of the individual document and formal document, the former is composed of the perpective data which is written by each company's purchsing people, the latter is utilized the major books of the industrial marketing, the national, international periodicals, and the publication of institution and corporation.

III. The content of the study

This study is divided into the total six section, the main subject is four section.

chapter 1:To explain its purpose and meaning, method, and scope.

chapter 2:To study the meaning of the industrial marketing, the difference between the industrial marketing and the consumer marketing, the generalization of the industrial marketing through its specialty about product, price, distribution, and promotion.

chapter 3:As the theoretical study about the buyer behavior in the industrial products. To help the understanding about various models through the process of purchase decision and its situation, the member's role participated in its decision process, the general model the comparison of decision making process and factor in the buyer's opinion.

chapter 4:To look over the general situation of the case study.

chapter 5:To suggest this study practical meaning, this chapter is applied for the choffray-Lilien model which is the most practical buyer behavior model in industrial products to the purchase process of each company.

finally, the conclusion is dealt with the chapter 6

IV. Conclusion

The industrial marketing has spread out the marketing effort for the institutional buyer and is very important to accomplish the purpose of management activity because of being purchased and used as a tool of production.

Therefore, this study is compared and analyzed the buyer behavior about the industrial products, the objetive of buyer satisfaction.

As a result of comparing the most practical Choffray-Lilien model with the real purchase process, there is a little difference in accordance with the important of purchases process by each company.

Therefore, the buyer behavior model has much more weight in the industrial marketing, so the study for buyer behavior can be given an help the strategic marketing establishment.

The buyer behavior in industrial products can be shown the difference according as companys, so the its supplier must establish the marketing strategy to be neede in understanding the characteristic of purchase process.

In industrial marketing strategy, this has contained as followed

1. To help understand the buyer behavior in Industrial porducts easily according to the application for the model of its buyer behavior and practical purchase process.

2. To look over which model is the most practical in comparison with the basic model of buyer behavior in industrial buyer behavior.

3. To investigate which company has the most practical and applicable model though the comparative of the purchase process in each company.

4. To help supplier establish the sales strategy in industrial products by the analysis of purchase process in each company.