An evaluation of buying influences of information, communication and technology products in Zimbabwe: The case of First Pack (PVT) LTD (2009 - 2012)

Abstract

The general conclusion of literature is that buying influences of customers is influenced by social, cultural, psychological and personal factors for the consumer market and by environmental, organisational, interpersonal and individual factors for the organisational market. This literature is confined to other parts of the world and not Zimbabwe. This drove the researcher in filling the gap by evaluating these buying influences in Zimbabwe. The findings of this research were aimed at benefiting the IT industry in Zimbabwe. First Pack was used as the case study in this research study. The data was obtained through questionnaires that were sent to individual customers and organisational customers and from the face-to-face interviews with senior management of First Pack. These managers were the Sales Manager, Business Development Manager – Information Technology Hardware, Business Development Manager – Information Technology Consumables and Business Development Manager – Stationery. The researcher made use of qualitative research philosophy and the data gathered was analysed through data displays in the form of content analytic summary tables. The study found that traditional buying influences have an impact on the buying of IT products. The prominence of the factors differs in that some factors were found to influence more whilst some did not apply at all. First Pack failed to put policies that influence its customers to buy from it. The research identified limited choice of stock, perennial stock-outs; poor sales support, inflexible payment terms and poor customer relations as some of the inhibitors that are causing First Pack buyers not to buy from it and this have impacted negatively on sales. In view of these findings this study recommends that the company should take into consideration these buying influences. Areas that need attention include: interpersonal relationships, retail image, accessibility, support services, flexible payment terms, and continuous market research.