A central part of the marketing process is to be aware of why a customer or buyer makes a purchase and without such an understanding, businesses find it hard to respond to the customer‟s needs and wants. A large part of the current literature concerned with industrial buyer behavior has tended to focus on modeling and mapping the industrial buyer behavior.
However, little research has been found on how the industrial buyer behaves when faced with a radical product innovation. Therefore, the purpose of this thesis is to investigate the industrial buyer behavior of firms within the Life Science sector in Uppsala when faced with a radical product.We aim to study the process and identify possible differences from buying a non-radical product. This study will provide valuable information about industrial buyer behavior that might be useful to marketers.
This study will be conducted by using a deductive and qualitative approach. A case study approach was used with the selected three organizations in the Life Science sector in Uppsala. Semi-structured interviews and a survey were used to gather primary data; secondary data was collected through web pages. Our findings from these three organizations show that the industrial buyer behavior is affected.
Source: Uppsala University
Author: Belulaj, Arbnor | Celion, Fredrik