Indicators of Buying influence in business Markets Perceived by Marketing Students

Marketing experts studied the processes and behaviors that business customers used in their buying activities, and enabled research to better understand and maintain their business customers. This paper determined the indicators of buying influence in business markets in terms of: environmental influences, organizational influences, situational influences, interpersonal influences and individual influences; and determined the level of influence to the buying decision perceived by marketing students. This paper used descriptive method. A total of 317 students (219 Female and 98 Male) taking up Bachelor of Science in Business Administration Major in Marketing Management from State Universities and Colleges in Nueva Ecija were surveyed in this paper. Keywords— Buying Decision, Buying Influence, Marketing, Buying Behavior, Environmental Influences, Organizational Influences, Cultural Influences.


INTRODUCTION
Marketing experts studied the processes and behaviors that business customers used in their buying activities, and enabled research to better understand and maintain their business customers. Consumer buying behavior is very dynamic, and it can vary considerably among different product categories and purchasing decisions because buyers use different criteria and characteristics in the decision process (Sumi &Kabir, 2010). The shift from buying behavior related to product acquisition to buying behavior related to the buying situation is a shift from product properties to point of sale experiences (Clement, 2007).Through maintaining the price standard doing more enticing advertising, offering more discount, and serving customers well, the convenience store will promote more engagement, customers, recognition, and thus raise consumer buying intention in the same way (Andreti et al., 2013). The company's emerging marketing strategy should be equal to all customers and show a proper amount of specific product information to digest the product information, which will improve the consumer's intention to buy (Lin & Chen, 2006). The social influence of high-quality reviews provided by previous consumers can have a clear and positive effect on the decision-making of potential consumers (Kim & Srivastava, 2007). Worldwide, there has been a dramatic increase in environmental awareness, with consumers changing their behavior to incorporate environmental considerations into lifestyle choices, as these include buying decisions for consumers based on how well products meet their needs and affect the natural environment (Barber et al., 2009). In light with the foregoing insights, the researcher assessed the indicators of buying influence in business markets. Further, the researcher determined the level of influence perceived by the marketing students in Nueva Ecija.

II.
CONCEPTUAL FRAMEWORK Consumers in collectivist markets rely heavily on interpersonal influences in information, whereas consumers in individualist markets refrain from associating themselves with interpersonal influences in information (Shukla, 2011). By exploring the planned and impulsive buying behavior of consumers across cultures, it had been identified that when shopping with family and friends is likely to influence satisfaction after purchase (Lee & Kacen, 2008). Environmental labeling is an important means of reaching and communicating to consumers' environmental justifications for products, since a relatively large number of consumers are always reading labels and considering the information provided to be correct (D'Souza et al., 2006).
OBJECTIVES OF THE STUDY This paper determined the indicators of buying influence in business markets in terms of: environmental influences, organizational influences, situational influences, interpersonal influences and individual influences; and determined the level of influence to the buying decision perceived by marketing students.

III.
METHODOLOGY This paper used descriptive method, as it is a basic approach to analysis that explores the situation as it occurs in its present state (Williams, 2007).A total 317marketing studentsfrom State Universities and colleges in Nueva Ecija were involved in this study. They were composed of 219 female and 98 male students taking up Bachelor of Science in Business Administration Major in Marketing Management. This paper used survey research since it integrates scientific methods through critical analysis and evaluation of source materials, analysis and interpretation of data, and generalization and prediction (Salaria, 2012).      Table 4 shows how interpersonal influence can affect business market. interpersonal influence includes interests, authority, status, empathy, and persuasiveness.

SI
Risk Tolerance 8. The buyer may buy a known and established brand for fear of jeopardizing a promotion in the future.

VI
Culture and Customs 9. Culture is especially critical in an international supply contract.

MI
10. Cultural differences may lead to misunderstanding in the business market.

V. CONCLUSIONS AND RECOMMENDATIONS
Based on the findings, the researcher concluded that first, indicators of buying influence in the business market perceived by the marketing students are environmental, organizational, situational, interpersonal, and individual. Second, among these indicators, the interpersonal influence is said to be the most influential in in the business market. Last, specifically, indicators of buying influence focused on supply conditions, competitive developments, social responsibility, procedures, organizational structures, availability, special offers, authority, status, empathy, persuasiveness, age, income and risk tolerance. It is then the researcher recommends that other indicators of buying influence should be take into consideration of the company for assessment and become their strengths. Further analysis should be conducted among the different buying influences since profitability does not only come from operations but also from how purchasing is managed in a company to maximize the value to the stockholders.