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Understanding Buyer Behavior in the Context of Product Adaptation: A Case Study of Volvo Trucks
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 40 credits / 60 HE creditsStudent thesis
Abstract [en]

This dissertation studies the relationship of product adaptation and buyer behavior. By standardizing products, it was possible for organizations to produce in large scale and make them accessible for many different markets. Nevertheless, these different markets also have particularities which cannot be ignored and therefore, product adaptation is necessary to some extent; even for standardized products. Organizations should then optimize their product adaptation police in order to reach an assertive marketing strategy. In this regard, this study develops a model which predicts product adaptation from the understanding of buyer behavior. The understanding of buyer behavior, from the seller organization perspective, can provide organizations with a wide range of information to predict product adaptation.  It was concluded, by using the case of Volvo, that organizations can optimize their marketing strategy by predicting product adaptation from observing and understanding their buyer´s behavior looking at the following variables: environmental influences focusing as well on the industry and segment, organizational factors, motivational factors and the nature of decision-making. Besides these variables, the data coming from after-sale processes and trend reports also help to predict product adaptation.

Place, publisher, year, edition, pages
2012. , 56 p.
Keyword [en]
Product Standardization, Product Adaptation, Buyer Behavior, Volvo
National Category
Business Administration
URN: urn:nbn:se:hh:diva-17872OAI: diva2:531685
Subject / course
2012-05-28, Halmstad, 18:36 (English)
Social and Behavioural Science, Law
Available from: 2012-07-02 Created: 2012-06-07 Last updated: 2012-07-02Bibliographically approved

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Dissertation(1507 kB)481 downloads
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Steinert, Douglas EduardZen, Fernanda Bento
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