B2B Researches Requires More Sophisticated Approaches.
If all or part of your target audience you make research on consists of companies, then you are confronted with a quite different situation than researches realized for end users. Contrary to popular belief, purchasing decisions and processes in B2B market are in a quite different and complex structure compared to the consumer market.
B2B Researches requires variable designs on the basis of customer groups, purchasing situations, purchasing centres and research subjects. Your main approach in terms of all these situations should be B2B marketing focus.
Customer groups which establish your target audience in B2B Research and Marketing are usually collected under 3 titles.
1-Users; they use the goods or service they purchase for themselves and for the needs of the company.
2-Manufacturers; they present the product or service they purchase to the customer through their own production.
3-Intermediaries; they consist of distributer or wholesalers who transfer the product or service they purchase from manufacturers to users or the other intermediaries. They are also separated into 2 groups which have different motivations among themselves. Single Intermediaries and Multiple Intermediaries.
As you see, we encounter with different groups in target audience and customer description of B2B research.
In theory, it is said that corporate customers or B2B customers decide in accordance with the most logical or the service with the lowest cost and the most suitable service in terms of price, features and service qualities. However, this situation operates differently in practice. B2B purchase is a quite complex process. Individual factors and factors among individuals shape the decision stage differently. Personality types and different individual preferences have an impact on the decision. These differences are inevitable among purchasing centre members. Also this situation applies to corporate norms, processes and motivations.
Therefore, trade marketing staff and researchers should research individual information and information among individuals besides corporate factors related to the purchasing centres.
In all purchasing situation and decision, participants who form the purchasing centre differs in accordance with purchasing situation, corporate structure and culture. In short, purchasing centre participants is not a clearly defined centre Depending on the product or service structure or corporate structure which should be met, diameter and positions of the participants change.
In the general sense, 3 purchasing centre members are mentioned. In the literature, these members can be collected under 7 titles.
2-The Ones Who Effect the Decision-Maker
Due to these reasons, before B2B configures a research according to an individual’s answers whom states that he/she has an impact in brand preference, the research should be configured with a more sophisticated understanding in accordance with purchasing processes and decision-maker members of the companies.