A new set of players drives technology purchases, study finds
Article Abstract:
The International Data Group reported on developments in the information technology (IT) market which influence purchasing decisions. In the 1980s, IT marketing centered on computer professionals. However, the present market is made up of end users, department managers, senior managers and IT professionals. The study obtained information on how purchasing decisions on computer products are made and who are involved in the process. It was learned that IT professionals controlled 52% of the buying process, department managers and senior managers each controlled 18%, and end users 13%.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
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Firms attack market on several fronts
Article Abstract:
Information technology firms are making new branding efforts and restructuring their advertising strategy to suit the market, which is becoming more and more complex and very segmented. Sales of integrated software are increasing as consumers are becoming conscious of how software products can be used together rather than as separate applications. As well as computer periodical advertising Microsoft is also advertising on radio and in consumer magazines, as well as USA Today and The Wall Street Journal.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1993
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Brand, not channel is critical factor for info tech buyers, study says
Article Abstract:
A detailed study by IntelliQuest Inc shows that information technology buyers rely more on brands rather than distribution channels. The study was based on detailed replies from professionals and consumers who decide on the purchase of information technology products. Results showed that distribution channel push strategies account for 9% desktop personal computers purchase decisions, 4% of printer purchases, 8% of local area network purchases and 6% of application software purchases.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
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