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Industrial buying behavior: a case study of industrial customers of compression moulded goods
2002 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The rapid change and restructure, such as global competitiveness and alliances, in today's business environment clearly have influence on the industrial buying behavior. Although the structure and definition of industrial buying behavior remains constant, the content of buying is changing. The necessity for an industrial marketer to withstand the environments many surprises are to understand the environment in which he operates. This thesis deals with industrial buying behavior of compression moulded goods, and the aim is to provide a better understanding of the buying process, the dimensions and roles in the buying center for different buyclasses, and to point out the most important supplier selection criteria when buying compression moulded goods. In order to achieve the purpose of this research, a case study of the industrial customers Atlas Copco Tools AB and Ericsson AB was performed. The main source of empirical data was personal interviews at each company. The findings of this study indicate that the buying process may change depending on the purchase strategy. If the purchase strategy is outsourcing, some of the steps in the buying process is performed outside the buying organization. The buyclass, i.e. the "newness" of the purchase, also influence the buying process. If the purchase is of a completely new nature, the need for information is high and therefore the buying process is longer and more complex than it would have been in a straight rebuy. In a new purchase, the number of departments and individuals involved is higher. If the purchase focuses on design, the designing department is a strong influencer, and if the purchase is of standard character, most of the influence is executed by the purchasing department. If outsourcing is used, many of the deciders and influencers may be placed outside the buying organization. The study also shows that the criteria when selecting suppliers are depending on the sort of purchase. The more flexible buying process, the more important are criteria such as understanding and compliance, and if the process is strict and well structured, focus is set to prize, delivery and performance history. If the value of the purchase is high for the whole buying organization, the prize of the product purchased is less important.

Place, publisher, year, edition, pages
Keyword [en]
Technology, Marketing, Industrial Buying Behavior, Compression Moulding
Keyword [sv]
URN: urn:nbn:se:ltu:diva-54124ISRN: LTU-EX--02/135--SELocal ID: b1ba1dcf-2dc9-43ef-bc49-cfa0a4babf1cOAI: diva2:1027504
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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