Identifying needs and buying behaviour for material analyses services by SMEs dealing with tangible products in Northern Bothnia region

Abstract

This thesis was developed in order to help the commissionaire, the Microscopy and Nanotechnology Centre at Oulu University (MNT), acquire a better understanding of the current state of the market for material analyses services in Northern Bothnia region. The main purpose of this research paper is, by using applied marketing research tools- a quantitative survey, to collect as much information possible about the customers who are purchasing material analyses in the region. The main research areas have been value creation and customers’ satisfaction, regular customer behaviour and information channels used in the purchasing process.

The background analyses included a theory review of B2B marketing and the organizational behaviour in specific. Moreover a SME framework has been drawn, also the buying behaviour in organizations and the value creation has been discussed to provide to the reader a theoretical fundament for the research to come.

The conveyed survey managed to successfully attract respondents in order to provide valid answers to the preliminary objectives. The main conclusions have been made in reference with the building ideal material analyses service and in considerations with the future trends on the market. A material service provider that is fast, reliable, cooperative, versatile and experienced has been stated to be the most desired research partner. Furthermore, as outsourcing seems to be the future trend in the area, the importance of heterogenic service provider has been described. There is still a demand for further analyses in the area of start-up material analyses research and the exploration of the decision making in regards with buying behaviour.