Industrial buying behavior in Brazil

Information search in complex industrial buying: Empirical evidence from Brazil

“…This is particularly interesting in the light of the rapid growth of various forms of electronic information channels, such as online B2B marketplaces, because new technology influences purchasing practices and enables better information access, something that was not 'available' on a wide scale when many prior studies were conducted (e.g. Brossard, 27 1998;Davig, 1980;Moriarty & Spekman, 1984). As such, these sources and their usage may still be emerging.…”

“…The consequent growth of complex buying and selling situations obliges an increase of studies in this area. However, despite Ribeiro et al's (2009) call for more knowledge generation about the business markets within the Brazilian context, to the best of our knowledge, there are no studies of industrial complex buying behavior except for a dated study of buying behavior (Davig, 1980). Thus, a study of the Brazilian market contributes not only by extending existing knowledge on information seeking in industrial buying, but also by being conducted in a compelling and under researched context.…”

“…We focus on one type of complex buying situation to determine what drives the complex information search effort among four key categories of information sources: personal, commercial, media, and experiential (e.g. Brossard, 1998;Davig, 1980;Moriarty & Spekman, 1984). Secondly, the use of high technology and the Internet have changed the dynamics of information search.…”