The role of impressions in the consumer choice of B2B buyers (on the example of the commercial vehicles market)
Syumachenko-Drozdova Yu.N.1
1 Санкт-Петербургский государственный экономический университет
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Journal paper
Russian Journal of Entrepreneurship *
Volume 20, Number 4 (April 2019)
* Этот журнал не выпускается в Первом экономическом издательстве
Abstract:
The concept of marketing impressions is widely disclosed in the scientific literature, as well as familiar to marketers and is used in practice. There are a lot of researches on how impressions affect consumer behavior in B2C markets, while the B2B sector has not been studied enough on this subject.
The author conducted a qualitative study on the process of consumer choice of B2B-buyers in the field of commercial transport and raised the following research questions: are the tools of marketing impressions in industrial markets, and what impact do impressions have on the behavior of B2B-buyers? Data collection was carried out through in-depth interviews, which were attended by specialists in the purchase of commercial vehicles. The study revealed the role of customer impressions at different stages of B2B transactions.
Keywords: marketing impressions, consumer behavior B2B buyers, emotions in marketing, marketing communications in industrial markets
JEL-classification: M31, M30, M39
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