Market Research Proposal: Factors Influencing B2B Buying Behavior

This market research proposal investigates the factors influencing B2B buying behavior, focusing on the IHS Global Alliance. The study aims to identify these factors and suggest strategies to influence customer decisions. The proposal includes a background of the study, aims and objectives, research questions, and the significance and rationale behind the research. It reviews relevant literature on B2B buying behavior, information sources, and factors affecting customer choices. The research methodology involves an interpretivism research philosophy, descriptive research design, and inductive research approach, utilizing questionnaires for data collection from managers at IHS Global Alliance. The study also addresses potential problems, such as time constraints and financial limitations, while outlining a detailed research plan and procedures. The proposal concludes with a comprehensive list of references.

MARKET RESEARCH
PROPOSAL

TABLE OF CONTENTS
RESEARCH PROPOSAL...............................................................................................................1
Background of the study.............................................................................................................1
Aims and Objectives...................................................................................................................1
Research questions......................................................................................................................2
Significance of the study.............................................................................................................2
Rationale of the study..................................................................................................................2
Literature review.........................................................................................................................2
Research project specification.....................................................................................................3
Problems faced by scholar..........................................................................................................4
Research plan and procedures.....................................................................................................4
REFERENCES................................................................................................................................6

RESEARCH PROPOSAL
Background of the study
Satisfying needs of consumers is one of the main purposes of business units. For that it is
essential to identify requirements of users and understand their buying behaviour. It supports in
meeting with their expectation (Jain and Ahuja, 2014). In B2C segmentation is the process in
which organization makes commercial transactions with other entities. Whereas, B2C firm
directly sells its products to end users. Overall volume of B2B transactions are quit higher as
compare to B2C transactions. B2B segment tends to be less emotional because it is task oriented.
There are many factors that can influence mind of business consumers such as their relationship,
quality of the products, cost of the goods and services, Buying process of entity etc. these all are
essential elements and can influence the mind of corporate customers to great extent (Pappas,
2016).
Present research is based on the IHS Global Alliane which designs equipments for hotels
and ventures. It deals with large corporate firms and redesign in-room dining hall, conference
hall etc. Current study will discuss the several factors that can affect buying behaviour in B2B
segment in IHS Global Alliane. It will describe effectiveness of sources of information that are
available for corporate consumers (IHS Global Alliance, 2017).
Aims and Objectives
Aim:
“ To identify factors that affect customer buying behaviour in B2B segment; A study on IHS
Global Aliance”.
Objectives:
 To understand the concept of buying behaviour in B2B segment and difference between
B2B and B2C segmentation.
 To identify sources of information (advantage and disadvantage) that are available for
business customers.
 To investigate the factors that affect customer buying behaviour in B2B segment in the
IHS Global Aliance.
 To suggest ways that can help in influencing buying decisions of business customers of
IHS Global Aliance.
1

Research questions
 Explain the concept of buying behaviour in B2B segment and What is the difference
between B2B and B2C segmentation?
 What are the sources of information that available for business customers?
 What are the factors that affect customer buying behaviour in B2B segment in the IHS
Global Aliance?
Significance of the study
Customers are assets of any organization they can influence overall business performance
to great extent. With the help of this project IHS Global Aliance will get to know factors that
affect buying behaviour of users and accordingly cited firm will be able to make strategy that can
support in influencing their mind (East, 2016). That would help in increasing profitability of
cited firm and making people loyal towards the brand. This study will suggest ways in turning
mind of consumers and making them positive towards IHS Global Aliance. Current research
project will be beneficial for other researchers and they will be able to conduct further study on
same subject matter.
Rationale of the study
The main reason of conducting this study is that now-a-days competition is very high and
customers are moving towards other brand frequently. It is very essential for the entities that to
know several factors that influence their buying behaviour so that they can make strategy to
make them loyal towards the brand (Hultén and Vanyushyn, 2014). With the help of this
research project companies will be able to retain clients in the organization for longer duration.
There are many studies have been conducted by other researchers earlier on the same subject
matter so huge data is available. That is why scholar has chosen this topic so that individual can
prepare good project. In addition, are of interest is another reason of conducting this study on this
subject matter.
Literature review
According to Palazzo, Vollero. and Siano, (2016) customers make their mind for
purchasing of any good and services after analysing its benefits for them. They compare quality,
price and quantity of particular products with others and then make their mind to purchase it. As
per the view of Widianti and et.al, (2015) B2B segment is far differed from business to consumer
2

segmentation. In B2B company make transactions with other corporate whereas in the B2C,
firms directly sells its products to the end users. Sources of information
El-Adly and et.al, (2017) has argued that social media marketing is the great way through
which corporate customer can gather in-depth information about products and services of entity
and can make their mind of purchasing. It is the great tool through which entity can
communicate with mass audience. On other hand it is not an effective source of information
because in this company is not able to define products quality so people cannot make their
choice.
According to Liang, (2016) referrals from friends or other companies is major source that
can help in gathering good information to the corporate clients. Positive and negative comments
from friends or other related persons can change their mind towards the brand. It is the great
source of information because by this way people make their mind immediately. On other hand it
is not that much effective because if they give negative feedback then corporate customers can
reject products without even examining them properly.
As per the view of El-Adly and Eid, (2015) needs and preferences of each customer are
different from others. If company is unable to meet with their expectation then corporate
customers will not buy products from such organization. It is the major factor that can influence
their buying decisions. According to Paul Hague and matthew Harrison, (2017) relationship
with the company is main element that influence buying behaviour of the B2B clients. If firm has
good relationship with the corporate customers then they will believe on the entity and will buy
services of the company. But if they have poor bonding then due to lack of trust they can move
to other brand.
Research project specification
Research methodology can be defined as instruments through which scholar can
complete its study in effective manner. That involves various tools and techniques that support in
gathering relevant information about the subject matter and to find out the results. In the present
study investigator will take support of interpretivism research philosophy (IHS Global Alliance,
2017). It is the qualitative analysis so researcher has selected this philosophy so that individual
can think critically and can gather in-depth information about factors that affect buying
behaviour of consumers in B2B segment.
3

Scholar will use descriptive research design and will analysis facts theoretically. For
finding the accurate result's investigator will prepare questionnaire so that it can collect more
authentic information about the subject matter. Furthermore, Inductive research approach will be
used in the present study and individual will develop theory from the collected data. That will
support in gaining the best outcome and finding the results (Jain and Ahuja, 2014).
Data will be collected from primary sources, through questionnaire researcher will gather
in -depth information about the subject matter. Some information will be gathered through
secondary sources such as books, journals, previous articles on the buying behaviour of
customers and scholar will try to develop understanding about factors that influence people in
B2B segment (Widianti and et.al, 2015). Data will be collected from 20 managers of IHS Global
Aliance through questionnaire. In addition, thematic analysis will be used for data analysis in the
present research project.
Problems faced by scholar
Researcher can face the issue of time because in such small time duration it is not
possible to collect wide data. But scholar can plan the activities and can plan schedule, it will
support in completing the investigation on time. Lack of financial resource can be another issue
face by the individual. Researcher has to use advance software and tools for data analysis but due
to lack of monitory resource's person will not be able to use this. But this is qualitative study so
through thematic analyses individual will be able to analysis the information effectively. It will
help in gaining optimistic results to the investigator. Data will be collected from managers of
IHS Global Aliance (El-Adly and Eid, 2015). It may be possible that respondents do not share
their views and authorities do not give permission to ask questions with its staff members. But
researcher can convey reason of conducting this research with the top management and can take
their permission, individual can fill consent form with managers in order to make process more
ethical and to avoid further complications (Widianti and et.al, 2015)..
Research plan and procedures
Activities 1th
Week
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
9th
Week
10th
Week
Select
4

research topic
and frame
aims and
objectives
Read previous
literatures on
the same
subject
Mapping up of
research
methodology
Completing
proposal
Questionnaire
preparation
for data
collection
Recording
research and
carrying out
the same
Data analysis
through
graphs and
charts
Discussion
and conclusion
Edit and final
submission of
5

report
6

REFERENCES
Books and Journals
East, R. 2016. Consumer behaviour: applications in marketing. Sage.
El-Adly and et.al., 2017. Dimensions of the perceived value of malls: Muslim shoppers’
perspective. International Journal of Retail & Distribution Management. 45(1). pp.40-56.
El-Adly, M. I. and Eid, R., 2015. Measuring the perceived value of malls in a non-Western
context: the case of the UAE. International Journal of Retail & Distribution
Management. 43(9). pp.849-869.
Hultén, P. and Vanyushyn, V., 2014. Promotion and shoppers' impulse purchases: the example of
clothes. Journal of Consumer Marketing. 31(2). pp.94-102.
Jain, N. and Ahuja, V., 2014. Segmenting online consumers using K-means cluster
analysis. International Journal of Logistics Economics and Globalisation. 6(2). pp.161-
178.
Liang, R. D., 2016. Predicting intentions to purchase organic food: the moderating effects of
organic food prices. British Food Journal. 118(1). pp.183-199.
Palazzo, M., Vollero, A. and Siano, A., 2016. Identifying new segments from a global branding
perspective: a three-country study. Journal of Marketing Analytics. 4(4). pp.159-171.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services. 29. pp.92-103.
Widianti, T. and et.al., 2015. Factors influencing the behavioral intention of public transport
passengers. International Journal of Quality & Reliability Management. 32(7). pp.666-
692.
Online
IHS Global Alliance, 2017. [Online] Available through: <http://www.ihsglobalalliance.com/>.
[Accessed on 20th June 2017]
Paul Hague and matthew Harrison, 2017. Market Segmentation in B2B Markets. [Online]
Available through: <https://www.b2binternational.com/publications/b2b-segmentation-
research/>. [Accessed on 20th June 2017]
7