Hiperbaric Customer Behavior Analysis

This report analyzes the customer behavior of Hiperbaric, a leading manufacturer of High-Pressure Processing devices for the food industry. It examines two customer segments: small food processors and large corporate food processors. The report uses a multi-faceted approach, including buyer behavior analysis, relationship analysis using a six-component model and a ladder of loyalty, and company analysis focusing on CRM, network mapping, and the ARA model (Actors, Resources, Activities). The buyer behavior analysis details the problem recognition, needs description, specifications, supplier search, evaluation and selection, and order process for each segment. The relationship analysis explores trust, commitment, communication, customer service, long-term perspective, and mutual benefits within each segment. The company analysis assesses Hiperbaric's CRM value chain, network map, and the ARA model to understand its overall performance in building customer relationships. The report concludes with a summary of Hiperbaric's strengths, weaknesses, opportunities, and threats.

RUNNING HEAD: Business to business marketing 1
Business to business marketing
Analyze Hiperbaric customer behavior

Business to business marketing 2
Table of Contents
Introduction......................................................................................................................................3
Customer Analysis...........................................................................................................................3
Buyer Behavior Analysis.............................................................................................................3
Relationship analysis....................................................................................................................6
Company Analysis...........................................................................................................................8
Customer relationship management (CRM)................................................................................9
Network Map.............................................................................................................................10
ARA model................................................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................11

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Introduction
Hiperbaric is the world-leading manufacturing company of High-Pressure Processing devices for
the food industry. In the beginning era 1999, Hiperbaric has been engaged in the design,
technological evolution, production and commercialization of high-pressure processing
equipment. The reason behind leading high-tech organization was its reliability, team alliances,
customer support and the continuous support, team work and continuous development because of
its powerful innovation which are the key ingredients for a world. This report analyzes the
Hiperbaric customer behavior and their relationship needs. The customer analysis the two
segments which include small food and large corporate food processor and explains the different
customer segments.
Customer Analysis
According to Adjei et al. (2010), Hyperbaric usually have two types of customers, first one is
those customers by which Hiperbaric contact directly through cold calling and the second one are
those customers who are proactively interested in high-pressure technology. The customer
analysis the current and potential customers of Hiperbari which includes two major points:
Analyze segments: Hiperbaric main aim is to earn a position in customer minds as a
manufacturer of good quality foods in the specialty food industry. Hiperbaric includes two
segments that are small food processor and large corporate food processor (Arturo Garza-Reyes
et al. 2010). Hyperbaric provides the equipment for small food processor like juices, salad
chopper and provide the large food processor like equipment used in industry, hotels. According
to Brennan (2014), Hiperbaric is an innovative manufacturing industry that is consolidating its
position as the first natural alternative for handling a wide range of food products.
Buyer Behavior Analysis
According to Foulds, M. (2016), buyer behavior analysis covers all the important aspects of the
purchase, utility, and disposal of products and services. In the business organization, consumer
behaviors are considered within the framework of the consumer. Social, cultural and individual
factors play a big role in explaining consumer buying behavior. Customer has analyzed two

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Hiperbaric customer segments that are small food processor and large corporate food process to
know their buying behavior. Below table shows the buying behavior of small food processor and
large corporate food processor which are as follows (Liplap et al., 2013):

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Buying behavior process Small Food processor Large corporate food processor
Problem recognition Customer firstly identified the
problem so that customer can have a
reason to believe that what they
want the small food processor.
Customers search for the equipment
which has high technology
recognizes the problem.
Description of needs After problem recognition, customer
search process starts. Customer
searches inner and outer business
conditions to distinguish the sources
identified with purchasing choice of
customers.
After recognizing the problem,
customer requires the high
technology equipment for the
purpose the large food corporate
processor.
Specifications  Saves time
 Body material
 Quality material
 Attachment storage
 Heavy machinery
 Storage
 Capacity
 Size
Supplies search Distributors Public administration
Acquisitions and proposals At this point, the customer has
examined various options, they
fathom assessing and portion
decisions and they are picking
whether to progress with the
purchase or not.
Hiperbaric has various high tech
equipment and has technological
focuses, worldwide reference in new
and inventive nourishment items
improvement, have this gear as
Research and development tool.
Evaluation and selection The next step in the buying process
is the evaluation of alternatives.
Customers offer the small food
equipment which is easy to use and
is affordable like for juicer, fruit
products, chopping of vegetables.
After evaluating the alternatives,
customers adapt the equipment
which can be used in the large
production of food materials.
Order process specification After the purchase has made by the
customer, then company evaluate the
decision which plays a big role in
the loyalty of the product.
Finally, purchasing the equipment
then customer evaluates the decision
whether the equipment performed in
a right manner in order to fulfill the
requirements.

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Thus, the above table explains the customer buying behavior in relates to Hiperbaric small and
large food processor. The buying behavior process includes the several steps on which basis the
customer evaluate their purchasing decision. The customer follows these buying process steps in
order to know the actual requirements of the small food processor and large corporate food
processor. The table also shows the buying criteria of the small and large food processor by
which customer are able to evaluate the buying decision.
Relationship analysis
According to Sharma et al. (2010), relationship marketing focuses on building, maintain and
enhance the relationship with the customers and other suppliers in order to meet their business
objective. In order to analyze the customer relationship, six components of relationship model
can be used to ensure that what customers want and evaluate how the suppliers are performing
their roles. The fundamental target of any business is to pitch its items or administration to a
client with a specific end goal to build their income and pay. The six segments of relationship
show are put stock in, duty, correspondence, client benefit, long haul point of view and common
advantages which are helpful in analyzing customer needs and the performance of supplier.
Customer can follow these main components of relationship model to meet the requirements of
the small food processor and large corporate food processor. Thus, in order to analyze the
Hiperbaric customer relationship needs, this model can be useful for understanding the customer
relations are as follows:
Components of relationship Small Food processor Larger corporate food

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processor
Long term perspective Concentrate on looking through
a provider that gives best an
incentive at any given moment.
Superior cost over
administration quality which
make them switch the clients
effectively.
Trust Customers hope to locate the
best item for them at once as
opposed to assuming that esteem
will be conveyed in the
administration.
Due to exceedingly included
and shared, generally safe
exists that they will change
due to prices.
Commitment Customers are unwilling to pay
cost for additional administration
offerings.
High level of coordinated
effort and associations with
the providers and putting
resources into time and assets.
Communication Correspondence of necessities,
for example, low cost and
process administration.
High service demand for
specialized equipment and
expertise.
Customer service Concentrate on giving answers
for end customers.
Building positive association
with end-clients through
connection made conceivable
by Hiperbaric.
Mutual benefits Positive word of mouth
delivered by the customers in
providing best value in the
market.
Coordinated effort may
prompt a provider turning into
an innovation pioneer inside
the business.
Thus, the above table of relationship analysis shows that relationship model plays an important
role in analyzing the customer needs. This six component of the model help the customer to find
their relationship needs and its preferences and also prefer the other relationship type that is the
ladder of loyalty in order to build the relationship between the supplier and a customer. The six
components of relationship can be described are as:

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Trust: The first component states that company should offer innovative and healthy products to
their customers which result in enhancing their brand increase their goodwill and gain the trust of
customers (Sheth, 2011).
Commitment: Company is continuously making efforts to increase their customer base. For this
purpose, a company helping the customers to develop innovative and high value-added products.
Communication: For instance, Hiperbaric also has the other players in the high-pressure
technology world which include teachers and scientist, public administration and distributors
which promote their products and services (Snyder & Diesing, 2015).
Customer service: Customer service plays a big role in analyzing the success of the company.
Company should provide the effective services to their customers and were able to meet their
requirements.
Long-term perspective: The innovative products of company create the new opportunities for
expanding the market which enables the customers to have a long term perspective about the
company products.
Mutual benefits: This component ensures whether both the parties can get the advantages by
making the efforts from both the sides that are customer and supplier.
On the other side, the ladder of loyalty model can be preferred to analyze the Hiperbaric
customer behavior. This model is commonly used to categorize a relationship between a
customer and supplier. This model includes the collaborative and high connection, value-added
and perceived value and transactional relationship with the other members.
Company Analysis
According to Weng et al. (2011), the current performances of Hiperbaric in building its
relationship with their customers can be analyzed into two major factors are as follows that is a
customer relationship management value chain, network map, and ARA model.

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Customer relationship management (CRM): Customer relationship administration is a
basic business approach that consolidates inside strategies and capacities of the organization.
Company should follow the customer relationship management with the aim to make the
relations with the customers.
CRM value chain
Customer portfolio
analysis
Customer intimacy Network
development
Value
proposition
Manage the
customer
cycle
Customer portfolio
management:
Concentration on
small food and
large food
processor
segments of
organization which
they see as
attractive long
term customers.
Seen as the most
gainful because of
the quickly
advancing
innovation and
collaborative
exertion included.
The company defines
segments for all types
of the customer before
serving them which
helps them to achieve
efficiency in customer
efficiency.
Company athers a
broad measure of
types of gear all
through the procedure
of administration
conveyance to all the
two consumer
segments.
Providing
services across
vast
geographical
area.
Company
achieved its
market in
essentially four
ways: being
available at
proficient
occasions,
taking an
interest in the
important
organization,
through its
social network.
The sales
team attends
the customer
that comes
from different
sources.
They also
contact the
customer by
cold calling,
event
organization
and much
more.
Advance
technologies,
innovative
products with
actionable
insights.
Organisation
Hieperbaric is
the exclusive
example of
customer life
cycle
management,
as they assist
the customer
in using the
product
properly as
well. They
undertake all
expectations
through
benchmarking
, competitors'
analysis and
sentimental
analysis.
The above table shows the company analysis in building the relationship with their customers.
The company analysis includes various components on which basis the performance of business

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can be seen that how company make their products more innovative and productive, the services
provide to the customers, prices of products, their network development, interaction with
customer and manage the customer cycle by the company. Thus, all these factor make a clear
understanding to analyze the Hiperbaric company performance.
Network Map: Network map is an industry is made up of groups of organizations that are
working together to deliver end products or services to consumers. A network map includes the
customers, competitors, suppliers and other relevant organizations. A network may also involve
the activities that are occurring in the organizations. Hiperbaric made the network map with the
small food processor and large corporate food processor in order to build the relationship and
consider the activities that are taken in the organization. Below is the network map of Hiperbaric.
ARA model: ARA model means actors, resources and activities.
Key relationship
bonds
Hiperbaric company- a key supplier relationship of high
pressure processing equipment in the food industry to
manage the business online. Company providing
websites in order to sell their products to the customers.
Key activity Links In the appropriation arrange, every one of the sites that
work in various locales of the world, shaping differing
system associations.
Key resource links Teachers and scientist- specialists in high weight and
different advancements. They researched conceivable
utilizations and uses of these strategies and learning.
They were general members in fairs, discussions and
congresses as speakers.
Public administration-they were not an immediate high
weight client; notwithstanding, they had rolled out
administrative improvements in a few nations that had
given an extraordinary push to the innovation in the

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nourishment business.
Product development
network
Company works with various other industries so that they
can deliver a site that works productively and viably all
an opportunity to know the consumer tastes.
Company developed an internet-based business
management application for the customers.
Company has built up a broad industrial network. Throughout the years, it has kept on
developing its system and assemble significant movement and asset joins. The system permits
assessment of viability in conveying items and administrations. Action joins demonstrate the
specialized, managerial, business and different exercises that add to arrange
associations.Conclusion
From the report, it has been concluded Hiperbaric focuses on both the segments very efficiently.
Company meets the customer needs, helping them to market innovative and healthy food
products. The main strength of Hiperbaric Company is that they are customer-oriented, reliable
and proactive towards the customer requirements. Company creates the opportunities for
expanding the market. On the other part, the weakness factor Hiperbaric is the absence of
satisfactory quality control and testing strategies, wasteful inventory network because of an
extensive number of middle people. The threat factor to Hiperbaric company affordability and
cultural preferences of products, high taxation and high inventory carrying cost.
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online brand communities on customer purchase behavior. Journal of the Academy of
Marketing Science, 38(5), 634-653.
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equipment effectiveness (OEE) and process capability (PC) measures a relationship
analysis. International Journal of Quality & Reliability Management, 27(1), 48-62.
Brennan, R. (2014). Business-to-business Marketing (pp. 83-86). Springer. New York.

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Foulds, M. (2016). Rapid changes in convenience food processing: convenience food
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Liplap, P., Vigneault, C., Toivonen, P., Charles, M. T., & Raghavan, G. V. (2013). Effect of
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