Journal Press India^®

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Business to Business (B2B) marketing activity is radically different from traditional Business to Consumer marketing for many reasons, for example, large quantities are involved, repeat orders, long term relationship, sound technical knowledge with both the parties on product features, performance etc. However, some B2B marketing activities have an uncommon feature i.e., for some products, the customer may not possess sound technical knowledge about the product. Marketing and purchase of school buses is one such product. In this case, the marketers do possess sound knowledge of the product but the customer is usually unaware of the technical features and attributes. The information possessed by the customer often varies according to the location viz. urban, semi-urban and rural location. This research addresses customer perception on various technical issues in purchase of school buses in Indore region for these three distinct groups.

Keywords

B2B Marketing; Customer perception; School buses

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