Examinando por Materia "Comportamiento del comprador"

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    Atributos que tienen en cuenta los compradores de la industria manufacturera en Cali y poblaciones aledañas para la selección de proveedor de plástico Stretch Film
    (2019) Granada Banguero, Alejandra; Baby Moreno, Jaime
    This research initiative originated from the interest that stretch film production companies have in determining the attributes that generate value to manufacturing companies located in Cali and surrounding towns when they need to select suppliers of this material, which is used to pack their finished product for storage and dispatch. The main objective was the determination of the mentioned value generators, and the market orientation (MO) and the value perceived by the customer (VPC) constituted the basic theoretical framework that supports this work. The research is exploratory in nature and is developed in the realm of the industrial market. Through in-depth interviews with the purchasing agents of the manufacturing industry of the department of Valle del Cauca, results were obtained with which it is intended to provide tools to companies that sell or produce stretch film, so that they can perform better in the sector by means of buyer behavior analysis. The attributes found were classified into four groups: Relational, Product / price / quality / quantity, Physical distribution, and Service and Support. If the number of companies that mentioned an attribute was accepted as an indicator of its importance, the most important ones would be: "Reliability", "Price" and "Fast and reliable delivery", followed by "Communication" and "Compliance”. Finally, the qualitative results of this research serve as a starting point for subsequent quantitative investigations that contribute to determining the relative weight of the attributes found and the performance rating of the suppliers by the market.