Organizational buying behaviour in Business tourism market
Loginova, Olga (2011)
Loginova, Olga
Saimaan ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011062212416
https://urn.fi/URN:NBN:fi:amk-2011062212416
Tiivistelmä
The purpose of this Bachelor’s thesis was to provide understanding of the organizational buying behavior in Russian companies in context of business tourism market. This included describing the general model of the process, identifying people, responsible for decision making and analyzing factors, that influence their decisions. Another objective was to give recommendations to the case company about how to reach right people in Russian organizations with their message.
In the theoretical part of the study the main issues were related to the general principles of organizational buying behavior and main concepts of the topic. When conducting this research both Russian and English sources were used. The most related topics of the literature were «Organizational Buying behavior», «Business –to-business marketing» and «Industrial marketing», presented by Philip Kotler, Frederick E. Webster Jr. and Yoram Wind and Kovalev A.I Empirical part was based on a case study and described the organizational buying process on example of 3 Russian companies, that were chosen according to the criteria of location, size and industry. The data for case study was gathered by conducting an interview with members of buying centers within this companies.
Implementation of theory to the practice faced with some difficulties such as misunderstanding of the topic and unwillingness of companies to provide full information. However, all obstacles have been overcome. As a result of the study, general model of organizational buying process was described in context of business tourism, members of buying center were identified and main factors, affecting their decisions were analyzed. According to this outcome, recommendations about what could be done to facilitate the interaction with Russian corporate clients, were given. This research also provided a good platform for further studies on this subject.
In the theoretical part of the study the main issues were related to the general principles of organizational buying behavior and main concepts of the topic. When conducting this research both Russian and English sources were used. The most related topics of the literature were «Organizational Buying behavior», «Business –to-business marketing» and «Industrial marketing», presented by Philip Kotler, Frederick E. Webster Jr. and Yoram Wind and Kovalev A.I Empirical part was based on a case study and described the organizational buying process on example of 3 Russian companies, that were chosen according to the criteria of location, size and industry. The data for case study was gathered by conducting an interview with members of buying centers within this companies.
Implementation of theory to the practice faced with some difficulties such as misunderstanding of the topic and unwillingness of companies to provide full information. However, all obstacles have been overcome. As a result of the study, general model of organizational buying process was described in context of business tourism, members of buying center were identified and main factors, affecting their decisions were analyzed. According to this outcome, recommendations about what could be done to facilitate the interaction with Russian corporate clients, were given. This research also provided a good platform for further studies on this subject.