Organisationellt köpbeteende : En studie om köpbeteende inom B2B med fokus påålder, roll & bransch.

Sammanfattning: This study consists of a survey among the customers of an ITservice company. The survey examines organizational buyingbehavior in relation to the factors of age, role, and industry.Age is divided into three generations: the post-wargeneration, Generation X, and Generation Y. Other factors,such as role in the buying process and industry, are limited toone of each, which includes influencers and "State,Municipality & Region." Marketing related to buyingbehavior is also examined in this survey.First theory was collected in order to later build hypothesesabout the factors that were going to be examined in thisstudy. In total there were four hypotheses about age, oneabout role, and one about industry. After this, the survey wasmade to either reject or accept the hypotheses. The surveyconsisted of nine questions about buying behavior and twoabout marketing.The results of the survey indicated that there was not a bigdifference between the generations, as well as for theindustry. Influencers deviated from the average in somequestions, and it was observed that they gathered moreinformation before making a purchase compared to others.The results for the marketing questions provided anindication of how organizations could attempt to sell productsor services to the respondents.