Customers’ decision-making styles and their preference for sales strategies: Conceptual examination and an empirical study

Arun Sharma, Rajnandini Pillai

Research output: Contribution to journalArticle

8 Scopus citations

Abstract

The primary purpose of this paper is to examine business customers' decision-making styles and the impact these styles have on the selection of a sales strategy for the selling firm. The paper reports the results of a survey of 109 customers of a high-technology firm. We first determine the decision-making styles of business customers and then examine the relationship between customers' decision-making styles and their preference for different sales strategies. The results indicate that business customers can be grouped based on their decision-making styles. Also, the decision-making style of the firm was reflected in the decision-making styles of individuals. Three decision-making styles with distinct preferences for sales strategies emerged from this analysis: entrepreneurial, planning, and bureaucratic. Customers demonstrating different decision-making styles were also found to be different in their demographic characteristics. The results provide directions for future theoretical investigations and applications in segmentation and sales management.

Original languageEnglish (US)
Pages (from-to)21-33
Number of pages13
JournalJournal of Personal Selling and Sales Management
Volume16
Issue number1
DOIs
StatePublished - Jan 1 1996

ASJC Scopus subject areas

  • Human Factors and Ergonomics
  • Management of Technology and Innovation

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