B2B buying-rational or emotional?


Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

Spring 2020

Project Type

MBA Executive Research Project

Access Type

Restricted Access


B2B brand positioning, Brands image, Buyer's risk

Executive Summary

The research proved statistically that contrary to the popular belief, buying behavior in B2B markets is a mix of rationality and emotions. Research found out that B2B buyers do have brand loyalties which are dictated by their past experiences with particular brands. In second part of research, the need for knowing the target customers was analyzed and it was shown statistically that not having sufficient information about the needs and expectations of the target customers can actually be detrimental to the brand image. Program: EMBA Photocopying is prohibited. To be used within library premises Methodology: To carry out research a questionnaire was developed based on Likert Scale, used to gauge attitudes.

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