Syumachenko-Drozdova Yu.N.Published in:
Russian Journal of Entrepreneurship
– Volume 20, Number 4 (April 2019)

JEL classification: M30, M31, M39

Keywords: consumer behavior B2B buyers, emotions in marketing, marketing communications in industrial markets, marketing impressions


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Abstract:

The concept of marketing impressions is widely disclosed in the scientific literature, as well as familiar to marketers and is used in practice. There are a lot of researches on how impressions affect consumer behavior in B2C markets, while the B2B sector has not been studied enough on this subject. The author conducted a qualitative study on the process of consumer choice of B2B-buyers in the field of commercial transport and raised the following research questions: are the tools of marketing impressions in industrial markets, and what impact do impressions have on the behavior of B2B-buyers? Data collection was carried out through in-depth interviews, which were attended by specialists in the purchase of commercial vehicles. The study revealed the role of customer impressions at different stages of B2B transactions.

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