| Summary: | Knowledge of the many influences that affect purchasing
preferences is important for marketers o Apart from the
technical and economic factors of importance, non- economic
factors are also significanto The latter have sociological
and psychological bases o Organisational buying behaviour
models attempt to provide a comprehensive scenario of these
factors that in combination, help to explain buyer
behaviouro
Sheth 0 s model of industrial buying behaviour presents many
of the factors that influence the organisational buying
process and describes the complexity of decision making o
These relationships are reflected in an integrated
frameworko Sheth's model is not intended to be definitive, it does, however, offer a framework that systematically
presents the factors that influence organisational buying
behaviouro This study shows that the Sheth ~odel of
industrial buying behaviour can be applied in the South
African leather industry, and that valuable information can
be obtained when the model is applied. === Economics === M. Com. (Business Economics)
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