Personal inducement of industrial buyers

Abstract

There has been extremely little previous research done on the use of personal inducements as a form of sales promotion in industrial marketing. An exploratory study was conducted in this area and the results are reported in this article. Buyers' attitudes about inducements and vendors' use of inducements were measured. Profiles of relatively more receptive buyers were derived from the study data. Implications for managing the buying and selling functions and for further research are discussed.