The effect of brand on customer purchases in the business-to-business market: a case study of Boyang.Co. Ltd
Zhang, Chenchen (2013)
Laurea-ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013092315474
https://urn.fi/URN:NBN:fi:amk-2013092315474
Tiivistelmä
In the 21st century, competition between companies can be intense particularly in the unstable markets of the world. The customer plays an important role in the survival of a company. The customer’s behavior is affected by the company’s brand and the customer’s purchasing decision in turn can restrict the brand.
The purpose of this study is to examine brand as a factor affecting customer behavior in the B2B market. A case company, Boyang Co.Ltd, is used as an example to investigate whether their brand affects their customer’s behavior. This study will identify the links between the brand and the customer.
The theoretical background of this study focuses on relevant areas of marketing management, such as business-to-business customer behavior, business-to-business customer decision processes, brand building, brand loyalty, brand image, brand equity and brand positioning.
The empirical study of the thesis was accomplished through quantitative and qualitative research methods, which involved a video interview and a questionnaire. The questions were based on the theoretical study of customer behavior and the decision making processes, brand image and brand loyalty. All the data was gathered by e-mail.
The research result in conclusion is presented in the form of effective suggestions for the company to survive in the B2B market and to discover the effect of the brand on the customer buying behavior.
The purpose of this study is to examine brand as a factor affecting customer behavior in the B2B market. A case company, Boyang Co.Ltd, is used as an example to investigate whether their brand affects their customer’s behavior. This study will identify the links between the brand and the customer.
The theoretical background of this study focuses on relevant areas of marketing management, such as business-to-business customer behavior, business-to-business customer decision processes, brand building, brand loyalty, brand image, brand equity and brand positioning.
The empirical study of the thesis was accomplished through quantitative and qualitative research methods, which involved a video interview and a questionnaire. The questions were based on the theoretical study of customer behavior and the decision making processes, brand image and brand loyalty. All the data was gathered by e-mail.
The research result in conclusion is presented in the form of effective suggestions for the company to survive in the B2B market and to discover the effect of the brand on the customer buying behavior.