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Industrial buyers’ perceptions of industrial salespersons

Thomas F. Stafford (Assistant Professor, MIS Area, Fogelman College of Business and Economics, University of Memphis, Memphis, Tennessee, USA)
Marla Royne Stafford (Assistant Professor, Marketing Area, Fogelman College of Business and Economics, University of Memphis, Memphis, Tennessee, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 February 2003

2566

Abstract

There are many anecdotal accounts about industrial buyers’ perceptions of sellers, but little research exists empirically to determine these perceptions. This research generates a profile of industrial buyer perceptions of salespeople developed from a perceptual inventory gathered from a national sample of purchasing professionals. Both positive and negative profiles are identified, but means analysis generally supports the contention that industrial buyers have largely positive perceptions of salespeople. These profiles can be useful to both researchers and industry professionals in assessing the effects of buyer perceptions in industrial, business‐to‐business, and relationship marketing situations.

Keywords

Citation

Stafford, T.F. and Royne Stafford, M. (2003), "Industrial buyers’ perceptions of industrial salespersons", Journal of Business & Industrial Marketing, Vol. 18 No. 1, pp. 40-58. https://doi.org/10.1108/08858620310458633

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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