ABSTRACT
This chapter defines buying habits and show that a single individual may actually have two distinct personalities when it comes to buying. In writing industrial advertising copy, it is essential to know the difference that exists in buying habits between the man who buys material, equipment, and supplies for his plant and the man who buys the necessities and luxuries of life for his home, himself, and his family. The student of industrial advertising copy will find, if he investigates, that there is a difference of opinion in some quarters on this point. There are those who claim that the fundamental principles of industrial buying vs. general-consumer buying are identical and that the same motives influence each. In considering the buying habits of Henry Brown, people must recall and bear in mind that he is playing his own part in 'the buying structure of industry'-a program of buying that is totally different from general-consumer buying.
