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The Determinants of Vendor Selection: The Evaluation Function Approach

The Determinants of Vendor Selection: The Evaluation Function Approach The Determinants o f Vendor Selection: The Evaluation Function Approach Y o r a m W in d P a u l E. G reen University of Pennsylvania P a t r ic k J. R o b i n s o n Marketing Science Institute Why did vendor X and not vendor Y get a given order? What factors affected the buyer’s vendor selection decision? What is the relative importance of each of these factors? These questions, and especially the latter, have been of major concern to industrial mar­ keters. Many students of industrial buying behavior have developed lists of factors that might affect the buyer’s selection decision. Those who accept the assumptions of classical economic theory assume that in­ dustrial buyers’ behavior is strongly motivated by rational economic considerations. The Industrial Marketing Committee Review Board of the American Marketing Association, for example, stated: Rational buying motives appear to predominate in the industrial field (as against the emotional motives in the consumer field) but their influence declines with the increase in product similarity.1 Other assertions of this type, as well as some supporting empirical evidence, have led to an increasing recognition that industrial buyers can be influenced by http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Supply Chain Management Wiley

The Determinants of Vendor Selection: The Evaluation Function Approach

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Publisher
Wiley
Copyright
© Wiley Periodicals, Inc.
ISSN
1523-2409
eISSN
1745-493X
DOI
10.1111/j.1745-493X.1968.tb00592.x
Publisher site
See Article on Publisher Site

Abstract

The Determinants o f Vendor Selection: The Evaluation Function Approach Y o r a m W in d P a u l E. G reen University of Pennsylvania P a t r ic k J. R o b i n s o n Marketing Science Institute Why did vendor X and not vendor Y get a given order? What factors affected the buyer’s vendor selection decision? What is the relative importance of each of these factors? These questions, and especially the latter, have been of major concern to industrial mar­ keters. Many students of industrial buying behavior have developed lists of factors that might affect the buyer’s selection decision. Those who accept the assumptions of classical economic theory assume that in­ dustrial buyers’ behavior is strongly motivated by rational economic considerations. The Industrial Marketing Committee Review Board of the American Marketing Association, for example, stated: Rational buying motives appear to predominate in the industrial field (as against the emotional motives in the consumer field) but their influence declines with the increase in product similarity.1 Other assertions of this type, as well as some supporting empirical evidence, have led to an increasing recognition that industrial buyers can be influenced by

Journal

Journal of Supply Chain ManagementWiley

Published: Aug 1, 1968

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