Riassunto analitico
This thesis aims at analysing consumer and organization buying behaviour within the door market. Consumer behaviour is the process which involves all those actions related to selecting, obtaining, consuming and evaluating products or services. On the one hand, traditional economic theories, such as the behavioural and cognitive learning theories or the theory of reasoned action and planned behaviour, define the role of individuals as rational people who act with the aim of purchasing at the lowest level of price with the minimum effort. On the other hand, more recent studies reveal the presence of psychological and emotional elements which take part in the final decision. According to these different views, this analysis makes reference to several models, such as the Howard-Sheth, the Engell-Kollat-Blackwell, and the Bettman’s information processing model to explain the overall complexity of buying.
Organizational buying behaviour is the decision-making process through which producers or resellers identify the needs for goods or services and evaluate the most suitable choices among brands and suppliers. It is a complex process which involves many people, goals, and potential conflicting criteria. To this regard, this study provides the explanation of the Webster buying behaviour, The Robinson, Faris and Wind, and the Sheth model.
To measure the different variables which impact on decisions, two surveys have been provided and shared through social networks. The first aims at explaining and identifying the factors which influence consumers while the second the ones which are significant for professionals.
Results show that the purchase of doors involves high risk, effort and detailed knowledge. Moreover, as for consumers, the most relevant influencing elements are product’s duration, quality and brand technical reliability. As for professionals, purchasing decisions depend on supplier’s service, availability, reliability and problem-solving capacity.
The last part of the analysis concerns a particular company which is specialized in the production of internal doors, Cores Italia. Research reveals that consumers are almost satisfied about the presentation of the brand on social networks while professionals differentiate the company from its competitors due to its reliability, sales and technical competencies. However, strategies aimed at providing information, attract new potential buyers and strengthen the relationships with its clients may be implemented.
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