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Faganel, Armand; Abramič, Bor; Bratina, Danijel
Management, 12/2022, Volume: 27, Issue: 2Journal Article, Web Resource
The paper discusses customers’ purchasing behavior in the industrial pumps market. Considering the increase in the global competition among suppliers, they must design and employ customer-oriented strategies to compete successfully in the market. The empirical analysis is based on the survey data from a sample of 133 industrial pump buyers. The importance of each of the supply factors that are important for a successful sales process is analyzed. The results show that the brand of industrial pumps has a statistically greater influence on smaller customers than on larger customers. The study contributes to the existing literature on purchase decision-making and industrial branding. A broader potential application of the results is discussed, and possible research directions in this area are presented at the end, given the limitations of this study.
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