Organisational buying behaviour for advertising agency selection : an empirical study in Singapore.

• Main Authors: Chiam, Cheng Gek, Foo, Caroline Swee Joon, Kwan, Frances Huey Shyan
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/58584
• Institution: Nanyang Technological University

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.