B2B customers buying behaviour in the Jewellery industry : case: Brüder Nowotny, Austria
Shramchuk, Anna (2018)
Avaa tiedosto
Lataukset:
Laurea-ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018121221211
https://urn.fi/URN:NBN:fi:amk-2018121221211
Tiivistelmä
In today’s B2B environment an online order opportunity is highly expected, however launching an online store alone is rarely enough. It is important to know how to bring the customers to this online store. For a successful transition, marketers first need to understand the needs of the customers, as well as factors that are driving customers’ purchasing decision. The goal of this research is to provide to a case company, Brüder Nowotny, appropriate solutions, how to change the current order habits of their customer, from non-online to online.
In order to understand why customers avoid using their online shop, Brüder Nowotny needs to examine the needs of the customers’. This thesis will explore relevant theories used in B2B marketing and take a closer look on how to include e-commerce in purchase routine of the customer. The theoretical section provides a framework for analyses made for understanding customers and industry better.
The empirical study of this paper includes a short review of the industry where the case company is operating, Jewellery industry, that incorporated the Porter five forces model of the competitive environment. The answers to the main research question was clarified by using existing customer data and by conducted phone interviews. In this study author used combination of quantitative and qualitative research methods.
Based on the research results, there are several things to improve in Brüder Nowotny’s online shop. Although the majority of the customers still ignore the online, interviews proved that there is still hope for bringing them to the online shop with the right education approach and support.
In order to understand why customers avoid using their online shop, Brüder Nowotny needs to examine the needs of the customers’. This thesis will explore relevant theories used in B2B marketing and take a closer look on how to include e-commerce in purchase routine of the customer. The theoretical section provides a framework for analyses made for understanding customers and industry better.
The empirical study of this paper includes a short review of the industry where the case company is operating, Jewellery industry, that incorporated the Porter five forces model of the competitive environment. The answers to the main research question was clarified by using existing customer data and by conducted phone interviews. In this study author used combination of quantitative and qualitative research methods.
Based on the research results, there are several things to improve in Brüder Nowotny’s online shop. Although the majority of the customers still ignore the online, interviews proved that there is still hope for bringing them to the online shop with the right education approach and support.