Sources of information of the business consumer: the purchase of medicines by hospitals

Abstract

The source of search for information accomplished by the business consumer can affect decisevely on the choice of a supplier. The understanding of how the search of information is undertaken during purchase can present a strategic situation for the marketing professionals in identifying the needs of business consumers. This study analysed how this search is done by organizational buyers by observing the behaviour of this consumer through a survey conducted with buyers for hospitals in the state of Rio Grande do Sul, Brazil. The research identifyed the strong utilization of the following sources of information: commercial, media, personal and experimental. It was observed that the main source is commercial. The conclusion hás indicated also that the buyer can understand how his organization (hospital) behaves before these variables.

Keywords

• processo de decisão em compras
• busca de informações do comprador hospitalar
• fontes de informações em compras