A multivariate analysis of buying in the commercial construction industry

[Extract from Introduction] Sellers of merchandise are constantly trying to better understand the markets they serve. The results of such constant increments to customer understanding usually benefit sellers but may also provide better service and satisfaction to customers. Understanding of customers is not necessarily an easy task. Buying may be a complex task for many customers and many variables may affect the way in which buying is conducted. Should sellers attempt to learn as much as they can about buyers, recognizing that learning more costs considerably more? While some sellers allocate more funds to learn more about customers, some sellers seem content to spend less and evaluate markets on the basis of casual observation. One of the questions most often asked by sellers is how do our customers buy? This project contributes to the knowledge of how customers buy in a specific American industry. The industry selected seems to be an industry where little is currently known about how customers buy.