중장비시장에서 구매특성에 관한 연구 : 굴삭기를 중심으로
(A) Study on Buying Characteristics of Heavy Equipment Market
산업재구매행위 중장비시장 산업재구매상황 굴삭기;
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The Objectives of this research are as follows: First, investigating the past researches about purchasing characteristics of excavating machine. Second, establishing the research model about environmental variables related to purchasing, characteristics of purchasing situation, and purchasing form. Third, doing an empirical analysis on the research model through SPSS statistical package. Forth, verifying the relationship among variables. The results of the research hypotheses are as follows: H1 : Independent variables of industrial product had a positive effect on the characteristics of purchasing situation. H2 : Environmental factor had a positive effect on the characteristics of purchasing situation. H3 : Supplier had a positive effect on the characteristics of purchasing situation. H4 : The standard of supplier appraisal had a positive effect on the characteristics of purchasing situation. H5 : Purchasing role had a positive effect on the characteristics of purchasing situation. H6 : The characteristics of purchasing situation had a positive effect on the purchasing characteristics. H7 : The centralization of business performance had a positive effect on the purchasing characteristics. The managerial implications derived by this study are as follows. First, A marketing manager have to intensify relationship marketing with purchaser of excavating machine. When excavating machine purchaser buy an excavator, he consider a technical level and financial situation of supplier. Thus, when excavator is out of order, supplier have to repair to be no loss to his customer as soon as possible. Second, the selling price, payment condition oriented marketing activity is done. Heavy product is very expensive so purchaser feels so difficulty to pay at one time. Thus, seller have to mitigate payment condition of his client. Third, same cultural quality between purchaser and supplier is required. Another word, it is important marketing method that seller who has the same hometown sells a product. The limitations of this study were as follows. The limitations of this study were as follows. First, validity and reliability of questionnaires used in this study were questionable for lack of past researches in Korea. Second, static research technique was employed in this study. Generalization over different time interval was almost impossible from results of this study. Third, sampling units in this study were selected within a certain area of Korea. Results of this study might have been different if other areas were included.