Business to business buying behaviour : An analysis and sales strategy for Aalund Customer Dialogue
Nurmi, Susanna (2012)
Arcada - Nylands svenska yrkeshögskola
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Aalund is a Nordic market research institute that is interested in finding out more about industrial buying behaviour especially in relation to its new analyses product, Customer Dialogue. This online management tool is developed for companies that are interested in improving their business customer relations and service by measuring business customer satisfaction. Through the results of the analyses a company can discover issues that could be improven and in the end gain even more engaged business customers. How companies buy, who at a company decides what to buy concerning analyses investigating business customer satisfaction, and based on what criteria they buy, are the key questions answered to. Answers to these questions help to form a sales strategy for this particular Aalund product. The researcher personally interviews in-depth four company representatives who could gain valuable information by using Customer Dialogue; hence empirical research is conducted by using qualitative research method. The limitations of this research are that the results are not applicable to other products than Customer Dialogue and the results cannot be generalized. The interviewees are also given the possibility to answer anonymously. The secondary data examined focuses on the industrial buying behaviour and factors affecting business buyers. Kotler, Philip. & Armstrong, Gary. provide valuable insight into these subject areas. It was up to the researcher to find the right people in these potential Aalund customer companies who are responsible for acquiring products like this. This partly answered one of the research questions as it became obvious to the researcher that often the person purchasing analyses like Customer Dialogue in a company is either the person in charge of selling, such as Sales Director, or a person responsible of development, carrying titles such as Business Development Director. The buying criteria vary depending on an individual buyer.