Gurus On Marketing

Various studies reinforce the point that individual’s perceptions and
experiences vary and these perceptions and experiences influence
decision making process.
‘Not all industrial buying decisions are made jointly by the various
individuals involved in the purchasing process.’ In some cases
such decisions are delegated and it is important for the supplier
to find out where and to whom the decisions are delegated.
‘There are six primary factors which determine whether a specific
buying decision will be joint or autonomous. Of the six factors
three relate to product-specific factors and the other three relate
to company-specific factors.’
Sheth then goes on to explore the ways joint decisions are made and
the conflict involved in making industrial buying decisions.
‘Finally, it is important to realize that not all industrial decisions
are the outcome of a systematic decision-making process. There
are some industrial buying decisions which are based strictly on
the set of situational factors for which theorizing or model-building
will not be relevant or useful. What is needed in these cases is
a check-list of empirical observations of the ad hoc events which
vitiate the neat relationship between the theory or the model and
a specific buying decision.’
Theories to explain the consumer behaviour process began in the
mid-1960s. Jagdish Sheth together with John Howard was the first
among leading theorists. Since 1960s there have been numerous
researches on the marketing implications of the process. Also since
Sheth’s attempt to provide a comprehensive model of organisational
buying behaviour, the emphasis has shifted to much more detailed
analysis of how actual buying decisions are made and the precise
nature of the factors affecting such decision-making.
Jagdish Sheth has been involved in making various contributions
in the field of marketing for more than four decades now. He has
contributed significantly in the field of telecom marketing and developing
breakthrough relationships.
EIGHT JAGDISH SHETH 121