Research on the Brand Recognition of Industrial Products Based on the Roles in Purchasing Center

Abstract

The article is based on the analysis of purchasing decision-making members in the purchasing center. It summarizes and analyzes the factors that affect the three levels of purchasing decision according to the different positions of members and the differences among different purchasing stages. The roles of the purchasing center are divided into management, expert layer and information layer. A sample survey was conducted on the purchasing staffs of the shipbuilding industry in the industrial sector or persons with the purchasing experience. The structural equation model was used to analyze and verify the data of the survey. The results show that: the persons who are in different roles have different concepts of brand recognition. Managers are more concerned about the factors in enterprise-level; the experts mainly care about the quality and price of products and third-party certification; information collectors need to be considered all the factors.