How Customers Choose Solution Providers, 2010: The New Buyer Paradox

Author: Julie Schwartz, Katie Espinola, Olivier Nguyen Van Tan
Published: January 6, 2011
Ref. Number: F018
Pages: 236 slides
   

2010 was the year of marketing transformation. One of the key drivers behind marketing’s need to transform is that the buyers themselves are transforming. ITSMA’s research with buyers shows that buyers are saying one thing, but their behavior shows something else. We are calling this the New Buyer Paradox.

What is the New Buyer Paradox?

ITSMA, in partnership with Pierre Audoin Consultants (PAC), conducted the 2010 version of its acclaimed How Customers Choose research across three continents.

Specifically, the study answers questions such as:

Free Download Download an Abbreviated Summary of this study!


Study Methodology

In Fall 2010, ITSMA surveyed, via phone, 486 business and IT executives from companies that purchase business or technology solutions for individual contracts over $500,000. These respondents represented larger enterprises, ranging from $100 million to $20 billion or more in annual revenue from six different countries: US, UK, France, Germany, China, and India. They
also represented a variety of vertical markets, including:


Respondent Characteristics

Role in Purchase Decision Process

Source: ITSMA and PAC, How Customers Choose Study, 2010

Geographic Distribution

Source: ITSMA and PAC, How Customers Choose Study, 2010

Job Role

Source: ITSMA and PAC, How Customers Choose Study, 2010

Job Title

Source: ITSMA and PAC, How Customers Choose Study, 2010

Verticals Represented

Source: ITSMA and PAC, How Customers Choose Study, 2010

Annual Revenue of Organizations Represented

Source: ITSMA and PAC, How Customers Choose Study, 2010

This report is free to ITSMA member companies (password required) and for sale to nonmembers. See our special offer below.

$1,495 for the complete study (The complete study consists of three documents – 3 Region Roll-up: US, UK, France, Germany, China, and India; plus separate EU data only and US data only, detailed reports)
$795 for Europe data only (UK, France, Germany).
$795 for United States data only.
Free Download Download an Abbreviated Summary of this How Customers Choose Study!
Download the datasheet (including order form) PDF icon PDF (358KB)

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