Organisational buying behaviour for advertising agency selection : an empirical study in Singapore.
This study analyses the buying behaviour of organisations in Singapore in the selection of an advertising agency. A mail survey of twenty-one firms was conducted to determine if company-specific factors affect the size of the buying centres, the influence of the buying centre member and the evalu...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/58584 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | This study analyses the buying behaviour of organisations in Singapore in
the selection of an advertising agency. A mail survey of twenty-one firms was
conducted to determine if company-specific factors affect the size of the buying
centres, the influence of the buying centre member and the evaluative criteria
used in the selection process.
Results reveal that the company-specific factors have little significant
influence on the size of the buying centre. It also shows that the Managing
Director/General Manager and the Marketing Manager play dominant roles in the
. selection process, thus indicating that functional roles of the participants do affect
the degree of influence each participant possess. Eight factors are generated to
justifY the company's selection process. The agency's marketing efforts has the
greatest influence on the choice of advertising agency that the participating
companies will select. Other factors which are also of importance to companies
include agency's co-operation with clients and the professional integrity held by
the advertising agency. |
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