Comportamento de Compra do Cliente Intermediário: Uma Análise no Setor de Acessórios Automotivos

The Brazilian automotive industry has had a growth in recent years, and this fact is also observed in related industry activities, such as the automotive accessories sector. For these segments, the choice of intermediaries is so important that may determine the success or failure of a marketing strategy. The aim of this study is to identify the relevant attributes of the intermediary customer decision making. According to theoretical models, the intermediary customer’s decision process is based on three factors: product characteristics, alternative suppliers, and situational characteristics. We conducted a survey with shops and dealers of automotive accessories across Brazil in order to assess the relevant attributes in the decision making process of intermediary customers. Based on factor analysis, seven constructs were identified: manufacturer’s commercial attributes, manufacturer’s marketing efforts, manufacturer's technical attributes, characteristics of the dealer, relationship attributes, product characteristics, and information source. We conclude that the intermediaries give great importance to relations with both the supplier and the vendor, and they are also influenced by the support and partnership offered by the manufacturer.