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Industrial Buying behaviour: a case study of industrial customers of Rig-Rod Wire
2005 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

It is of crucial importance that the marketer understands the behavior of organizations purchasing products in their industry. In order to optimize the results from a marketing campaign, the marketer must know who to contact, when to contact this person and with which arguments. The purpose of this thesis has been to increase the understanding of industrial buying behavior (IBB) in the rig-rod wire industry. The research was based on three main areas: the buying process at the buying company, identifying different individual’s roles in a purchase and what supplier selection criteria they base their decisions on. To deepen the knowledge in this area a case study was performed on three companies that purchases rig-rod. The main source of empirical data collected for this thesis was through questionnaire and interviews with one person at every company. The findings in this thesis was that the ultimate decision on which supplier to use was made at top management level and the person giving them decision making material was the gatekeeper, usually the purchasing manager (PM) at the company. However, if it is a straight re-buy, the PM handles everything regarding the purchase. When considering a new supplier the buying company makes their decision based on quality, capabilities to deliver on time and the potential relationship with the supplier. Quality is by far the most important, but they also prioritize honest and frequent communication, especially with technical expertise ready to answer any customer questions.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Industriellt köpbeteende, Marknadsföring, Industrial Buying, Behavior, Marketing, Industrial Buying Process, Buying, Center, Selection Criteria
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-44868ISRN: LTU-EX--05/015--SELocal ID: 29c7d2d7-d542-4aba-b7b5-8d313aae3848OAI: diva2:1018146
Subject / course
Student thesis, at least 30 credits
Educational program
Mechanical Engineering, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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