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B2B Customers
Buying Behavior
Mieczysław Pawłowski
Onninen Sp. z o.o.
mieczyslaw.pawlowski@onninen.pl
Zbigniew Pastuszak
Faculty of Economics
Maria Curie-Skłodowska University in Lublin, Poland
z.pastuszak@umcs.lublin.pl
Purpose
Design/Methodology/Approach
Findings
Practical implications
Original value
Article type
Keywords
International Journal
of Synergy and Research
Vol. 5, 2016
pp. 19–35
Pobrane z czasopisma International Journal of Synergy and Research http://ijsr.journals.umcs.pl
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Organization
purchasing model
Dimension Description elements Elements available for the next
dimension
The Environment
The external environment
(physical, technological, political,
eeconomic, legal, and cultural)
Suppliers, customers, authorities, employee
unions, trade associations, professional
groups, other companies, institutions
Information about suppliers,
marketing and communication,
availability of products, general
business conditions, the values
andstandards on the market
The Organization
The Organization and its
culture and climate (physical,
technological, economic and
cultural)
Organization’s technology;
Structure;
Objectives and tasks;
Members
Technology process of purchase;
The organization of the department
and the purchasing process;
Tasks for shopping services;
Shopper team members
The Buying Center
Interpersonal determinants
ofpurchasing behavior
Organisational and technological
constraints and available technology;
The structure of the department;
The tasks of the department
Prole of team members, objectives and
leadership
Activities;
Interactions;
Sentiments
The Individual Participants
Motivations, cognitive structures,
personality, the process
ofconnection to the team,
theperception and its role
The process of making purchase decisions;
Decissions process of individual and group
decision
Implementation of purchase
Source: Own calculations based on Webster and Wind (1972).
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B2B Customers
Buying Behavior
differences in relation to the process of purchasing made by individual consumers. The consultants of
McKinsey Company developed a spiral model of corporate purchases, shown in Figure 1.
Figure 1. McKinsey spiral model of company purchase
Source: Lingqvist et al., 2015.
In the online environment, sellers are better prepared to associate their offer to the demand of buyers in
various stages of the process. There are used available tools to lead their purchase decisions much faster.
On the basis of more than 100 B2B organizations, authors conclude that the company increased by 20% the
number of potential customers, a 10% increase in the number of new customers buying products for the
first time, and about 20% of the shortened time between registration of the contact and closing sales. The
authors clearly distinguish the nature, and the differences between the purchases of the company and the
purchase of the individual consumer. It is characterized by the following features: a large number of
research before the product buying; careful examination of the technical specifications and the formal
purchase procedures; analysis of the cost of the transaction; focusing, in particular, on product
functionality; increasing the number of people participating in the procurement process, as well as
requirements in relation to the sales representatives of the company offering solutions. They usually
require from the sales representatives excellent technical preparation and knowledge of the business of the
company to which they offer their products and even personal guidance for merchants if they are available
on social network sites.
Source: Lingqvist et al. (2015).
McKinsey spiral model
of company purchase
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B2B Customers
Buying Behavior
Searches for corporate
purchases by age groups
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Retail e-commerce sales
(USD bilion)
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B2B Customers
Buying Behavior
The market value of
B2C and B2B
Source: UNCTAD news (2016).
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B2B Customers
Buying Behavior
Factors staggering
companies to invest in
multi-channel sales model
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Use of smartphones
in the community of
professional clients
Factor Value
Total USA population having smartphones
176 million
73% of the total mobile phone market
55% of the US population have smartphones
The use of this smartphone to search
47% – Google search
19% – Amazon Mobile
B2B customers
75% buyers of technical equipment have 2 smartphones
41% of them bought – during the last 6 months – a product which they had
seen on the smartphone
40% watched it in our store after earlier seeing on the smartphone
36% of Internet users click on the ad technology products
Non-stop online, expressing the inuence of
socia media on smartphones
45% of those surveyed by IDG, buying technical products, have identied
a positive impact of social media
72% of users are active on FB
30% of users have activated Instagram
20% use Twitter
Spending on mobile advertising
Expenditure on advertising on mobile devices increased to 29.7% (+ 5.1%
compared to 2014) of total advertising spending on e-commerce. This also
includes B2C%.
Trac on sites
Some sites are reporting nearly 50% of trac from smartphones, for example,
Sptyfy.com.
Pobrane z czasopisma International Journal of Synergy and Research http://ijsr.journals.umcs.pl
Data: 12/04/2019 17:55:10
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B2B Customers
Buying Behavior
Pobrane z czasopisma International Journal of Synergy and Research http://ijsr.journals.umcs.pl
Data: 12/04/2019 17:55:10
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Results of B2B buyers
and sellers research
Question The answer – Buyers The answer – Suppliers
Supplier selection criteria 1. Service quality
2. Service price
3. Total cost of ownership
1. Price of services
2. Quality of services
3. Supplier experience
What is crucial in the
selection of a supplier?
1. Company strategic goals realisation
2. Possibility of creating long-term
relationships
3. Transparency
Areas of cooperation in
value creation process
1. Cost reduction
2. Innovativeness
3. Reduced cost of components
(i.e. e-invoice)
1. Reduced cost of components
2. Long-term relationships
3. Innovativeness
Methods of common value
creation
1. Cooperation in common innovative
solutions preparation
1. Improving the process of key customers
service
The search for an oer
provider
1. Internet search engine
2. Electronic request for tenders
3. Business portals
1. Search Engine Positioning
2. Social media
3. Business and industry sites
Desired functionality of an
electronic marketplace for
companies
1. Categorized database provider
2. Certication provider in bed
1. Access to the global market
2. Electronic inquiries
Use of social media 1. For the supplier evaluation
2. To get the information
3. Faster communication
1. Assessment of partner
2. Use of information on the web
3. Fast communication with partner
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B2B Customers
Buying Behavior
Context Type of risk Description
The organizational
context
The risk of a decision of an
individual and a group
Recognizable brand with an appropriate reputation with less perceived
risk of making the wrong decision, so in the sense of individual
responsibility and the whole team.
The psychological
context
The risk of economic
decisions and eciency
costs
Brand can reduce the risk of purchasing decision if you communicate
the arguments of rational choice of the product by reducing or proper
balancing the emotional components of motivation.
The product
context
Risk relationships with
clients
Brand communication should take into account the use of the product
by the company in activities that maintain and strengthen its market
position and nal customer satisfaction.
The marketing
context
Risk of ordinariness, risk
ofuse diculties
Brand should ensure its customers treating them in a unique way. On the
one hand, it should communicate the uncompromising quality in solving
the problem, the ease of use within the company, a friendly attitude and
a unique perceiveness of provider as a bidder.
Four contexts of risk
reduction by proper use
of the brand in the B2B
business
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The role of the Internet in B2B activities.
One-to-many, many-to-many.
Global market vs local market.
Blurring differences in individual and business customer experience.
Multichanneling.
Self-service with everything.
Pobrane z czasopisma International Journal of Synergy and Research http://ijsr.journals.umcs.pl
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B2B Customers
Buying Behavior
Scope of the offer.
The role of trademark.
Pobrane z czasopisma International Journal of Synergy and Research http://ijsr.journals.umcs.pl
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Pobrane z czasopisma International Journal of Synergy and Research http://ijsr.journals.umcs.pl
Data: 12/04/2019 17:55:10
UMCS
B2B Customers
Buying Behavior
Pobrane z czasopisma International Journal of Synergy and Research http://ijsr.journals.umcs.pl
Data: 12/04/2019 17:55:10
UMCS
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