The Industrial Marketing Implications of Perceptual Differences between Shippers and Motor Carriers

Focusses on the identification of the significant differences in the assessment of the importance of 35 carrier selection variables by both carriers and shippers. The results indicate that significant perceptual differences do exist for those surveyed, and it is quite possible that such differences also exist in the general population. Industrial marketing managers involved in satisfying shipper needs must gain an appreciation of actual shipper needs in order to develop service mixes which will satisfy those needs more thoroughly.