The Buying Decision-Making Process in the Selection of Device Suppliers in Reproductive Medicine

Abstract

This study identifies the criteria underlying the buying decision-making process of medical devices in reproductive medicine. This research had three main objectives. The first one was to translate the criteria mentioned by the decision-makers into theoretical constructs, while the second objective was intended to establish the relationship between the constructs, creating a conceptual model of buying decision-making for medical devices in reproductive medicine. The third objective was to identify suitable business and marketing strategies for such a decision-making process. Four constructs were evaluated in the pre-purchase phase, namely the brand, the product's performance, the training associated with the product, and the price. In the post-purchase phase, decision-makers evaluated the following constructs: service provided by the company, the relationship with the salesperson, and loyalty. Regarding marketing strategies, market-orientation strategy, relationship-marketing strategy, and brand-equity strategy were identified as possible strategies.