Technical considerations influencing purchase decisions in the B2B environment

Abstract

Business organisations consider several technical factors while deciding to purchase their telecom products and services, which can be categorised as brand image, product price, ease of access, point of presence, technical quality, customer service and marketing factors. This study was undertaken to measure the extent to which these factors influence the telecom product purchase decisions of Indian organisations. Organisational buyers preferred, vendors offering products with better operational features and long-term cost reduction programmes, which are easily accessible when required with multiple branches, upgrade their networks and offer better quality and product customisation. Further, while technical considerations indeed affected the purchase decisions, price and point of presence managed to impact decisions independently. Technical considerations interacted with the size of the buying organisations and exerted substantial influence on the purchase decisions and among them, brand image and point of presence exerted a significant impact on purchase decisions along with company size.