Assessment of Organizational buyer’s Attitude: Case of Petrochemical and Steels Industries
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Consumers are one of the most important elements in business. Companies should havean understanding of the needs, behaviors and attitude of consumers. Attitude iscompounded of some elements.The present study focuses on assessment of organizational buyer's behavior.This research attempted to investigate marketing theories in petrochemical and steelsindustrials as organizational buyers of compact fluorescent lamps (CFL).To find answer of two research questions as belowTwo research question were proposed1- Dose the market have necessary potential for CLF products?2- Dose brand impact consumer to purchase a specific CFL product?The research is descriptive and used qualitative and combination of deductive andinductive approach. The research strategy is case study that uses three companies frompetrochemical and steels industries. The data was collected through interviews. Thedata show several variables influencing buyer's attitude. Finding shows there arespecific preference for interviewed customer organizations. Which are price and quality.In could be seen that brand, environmental preference and advertisements have effecton buying attitude. Finding shows the price and quality are the most nominated factorfor buyer's attitude and producers should work on them more if they want to increasetheir customer's satisfactions.
Place, publisher, year, edition, pages
2016. , 52 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik
IdentifiersURN: urn:nbn:se:ltu:diva-42857Local ID: 0d183f8f-018a-40ae-938b-ebb08856025eOAI: oai:DiVA.org:ltu-42857DiVA: diva2:1016083
Subject / course
Student thesis, at least 15 credits
Business Administration, master's level
Validerat; 20160226 (marikav)2016-10-042016-10-04Bibliographically approved