Abstract
The computer industry in India has registered a spectacular growth after the enunciation of government policy on computers in 1984. Computer sales have soared; there has also been a proliferation of computer marketers.
In this article, Murthy looks into the process of buying computers in organizations. A survey of four organizations (three in the private sector and one in the public sector) reveals that computer professionals have a high degree of involvement, though the final buying decision is taken by top management. The survey also reveals that it would be relevant for computer marketers to segment the market on the basis of type of industry and geographical locations.
Finally, the author spells out the salient strategic aspects the marketer needs to be concerned with at each progressive stage of the organizational buying process involving computers.
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