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The solution buying behavior of Private and Government-owned companies in China
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School of Science |
Master's thesis
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TU-22
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en
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95
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Abstract
This study examines the Chinese customer's buying behavior when they do the complex solution buying.
Their buying behavior is studied from buying center, buying process, decision making and buying criteria four aspects.
The buying behavior difference between Government-owned company and private company are also studied during the research.
The objective is to find the common pattern and difference of Chinese customer's buying behavior.
Thus, the theory model from literature review can be verified, and practical recommendation and suggestions can be given to case company.
The objective is achieved by mainly answer the research questions: 1.
What's the adopted theory model for analyzing organizational buying behavior of this case?.
2.
How do Chinese customers buy complex solutions?.
3.
The difference buying behaviors of government-owned and private companies.
4.
What are recommendations and suggestions for case company to do solution selling?.
The research methodology is mainly intensive literature reviewing and descriptive multi-case study.
Literature review is based on the three fundamental theory models from Robinson, Faris and Wind (1967), Webster and Wind (1972), Sheth (1973).
Then the buying behavior theory evolution and latest development are further invested.
Practical case study chooses four customer companies which are Government-owned or private companies.
The findings from interview, observation and documents are synthesis cross cases.
At last, the recommendation and suggestion are given.
This study refines the four key aspects of customer's buying behavior.
They are then used as the theory model for practical case study.
The fruitful findings from practical case study prove that those four aspects model are the good method to have insight of customer's buying behavior.
If sales want to promote their product and close the deal, they need to understand their customers in those four aspects.
Some unique characteristics of Chinese government and private companies in buying behavior are identified and discussed.
The future research direction are given which are the buying difference of government-owned and private companies in emerging countries and culture influence on buying behavior.