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Purchase decision-making within professional consumer services

Organizational or consumer buying behaviour?

Turku School of Economics, Finland

This article analyses purchase decision-making for products and services that are acquired and used by consumers, but chosen by professional service providers. This is done by comparing the distinct characteristics of purchase decision-making in the contexts of professional consumer services and organizational and consumer buying. Three aspects are elaborated on: the actors involved, the purchase-decision task, and the nature of the decision-making process. It is concluded that professional consumer services represents a unique setting for purchase decision-making and cannot be considered equivalent to the organizational or consumer setting. The article proposes a theoretical framework incorporating the typical characteristics of professional services as a decision-making context, specified in a set of propositions regarding the relative influence of the parties on the purchase decision. Practical and research implications are also presented.

Key Words: buying behaviour • professional services • purchase decision-making

Marketing Theory, Vol. 7, No. 1, 93-108 (2007)
DOI: 10.1177/1470593107073847


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