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The Buying Decision-Making Process in the Selection of Device Suppliers in Reproductive Medicine

Paulo Botelho Pires , António Correia Barros , Filipe Taveira Santos
ISLA — Instituto Politécnico de Gestão e Tecnologia
A Preliminary Model, 2021 Published by: {IGI
DOI: 10.4018/978-1-7998-7263-4.ch001

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Abstract
This study identifies the criteria underlying the buying decision-making process of medical devices in reproductive medicine. This research had three main objectives. The first one was to translate the criteria mentioned by the decision-makers into theoretical constructs, while the second objective was intended to establish the relationship between the constructs, creating a conceptual model of buying decision-making for medical devices in reproductive medicine. The third objective was to identify suitable business and marketing strategies for such a decision-making process. Four constructs were evaluated in the pre-purchase phase, namely the brand, the product's performance, the training associated with the product, and the price. In the post-purchase phase, decision-makers evaluated the following constructs: service provided by the company, the relationship with the salesperson, and loyalty. Regarding marketing strategies, market-orientation strategy, relationship-marketing strategy, and brand-equity strategy were identified as possible strategies.

Keywords

#reproductive medicine #supplier selection #product performance #Training #price #after-sales service #customer loyalty #relationship marketing #Brand Equity #Conceptual model #Marketing #Brand loyalty #business #Decision-making #Product (mathematics) #Loyalty #marketing strategy

Bibliographic Details

Publication Type Book chapter
Publication Year 2021
Journal / Conference / Work A Preliminary Model
ISSN 2327-5502
Publisher {IGI

ISLA Authors & Affiliations

P
Paulo Alexandre Botelho Rodrigues Pires
paulo.botelho.pires@gmail.com ID: B31E-755A-EE9E
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