title: Occupational health purchasing behaviour by SMEs--a new theoretical model.
abstract: BACKGROUND
  Factors influencing corporate decisions to purchase occupational health (OH) are unknown.
  
  
  OBJECTIVE
  To assist the marketing of OH services to small- and medium-sized enterprises (SMEs) by characterizing purchasing behaviour.
  
  
  METHODS
  We developed a 2×2 model, based on published studies, to describe OH purchasing behaviour by SMEs. We tested the model by analysis of responses to a cross-sectional market research survey carried out in November 2007. The companies surveyed were SMEs employing 30-250 employees, within the localities of five UK National Health Service OH services: West London, Buckinghamshire, Cambridge, Portsmouth and York. We chose a sample representative of all SMEs for each location. The survey explored knowledge of OH and the perceived importance of a variety of services.
  
  
  RESULTS
  We obtained responses from 387 companies (19%); 81% indicated that they knew about OH and 24% had purchased OH services. OH was rated 'very important' by 35%, and 65% rated it as 'quite' or 'very important'. Sickness absence and its business impact were monitored by 89%. Enterprises claiming OH understanding were significantly more likely to purchase OH services (odds ratio [OR] 3.5, 95% confidence interval [CI] 1.6-8.0). Companies employing fewer than 90 employees were significantly less likely to purchase such services than larger ones (OR 0.17, 95% CI 0.09-0.3).
  
  
  CONCLUSIONS
  OH knowledge and company size are key determinants of SME purchasing behaviour. Our findings support our proposed theoretical model. However, more research could explore claimed knowledge of OH with respect to the proposed purchaser types and business benefits.
authors: Imperial Health at Work, Hammersmith Hospital, London W12 OHS, UK.
authors: J
authors: J
authors: Harrison
authors: A
authors: A
authors: Woods
authors: K
authors: K
authors: Dickson
mesh_terms: D002755:Choice Behavior; D003132:Commerce; D032882:Comprehension; D003430:Cross-Sectional Studies; D004739:England; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D040541:Marketing; D008962:Models, Theoretical; D016272:Occupational Health; D009786:Occupational Health Services; D016017:Odds Ratio
keywords: Marketing; SMEs; model; occupational health; purchasing behaviour; small- and medium-sized enterprises.