Abstract

This study examined the roles of price differentials offered by industrial goods vendors and quality specifications for industrial products in determining organizational buyer decision to patronize one vendor rather than another. Using survey data generated from 321 respondents in the three categories of business consumers in the Southern Senatorial district of Cross River State, our hypotheses were supported. Results of data analysis show that price differentials and quality requirements for industrial product significantly influence organizational buying behaviour. Our findings also suggest that because price differential are perceived by the customers as a gauge of value and quality, marketing managers of industrial goods and services stand to gain more by adopting strategies which give special attention to the ways buyers trade-off costs and benefits of various products.

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