A Study About Custmor Brand Awareness and Brand Preferences for Laptops.
Customer Buying Behavior
Case Study: Algol Technics
Weckman, Nina
2009 Leppävaara
Laurea University of Applied Sciences
Laurea Leppävaara
Customer Buying Behavior
Case Study: Algol Technics
Nina Weckman
Degree Program in Business
Management
T h e s i s June
2009
Laurea University of Applied Sciences
Abstract
Laurea Leppävaara
Degree Program in Business Management
International Business to Business Marketing
Nina Weckman
Customer Buying Behavior; Ca se Study: Algol Technics
Year 2009 Pages 56
The purpose of this study is to research the customer buying behavior in a specific market.
This thesis is made for a subgroup of Algol Technics which specializes in the marketing of driver seats. The research areas included brand recognition, price and quality, as well as the communications channels.
The theoretical framework presen ted consists of the marketing strategies, marketing mix,
Porter’s five forces analysis, customer relation ship marketing, and market analysis. The case company is profoundly presented and analyzed using the SWOT tool.
The input for the empirical part is to get an understanding about whet her the sales team are using successful marketing tactics when marketing their products to a specific customer seg- ment or what kind of changes they would need to make to improve the business.
The research was conducted using both the qual itative and quantitative approach. The secon- dary data was collected from related topic literature, and the primary data was gathered from an in-depth interview and a market surv ey. The sales manager of the company was in- terviewed to gain more insight of the company processed and history. The main research was conducted with a questionnaire which was sent to Algol’s current customers as well as pros- pects. The questionnaire was made with an o nline survey program with which the results were analyzed.
The research results implicate in which areas the company should
Case Study: Algol Technics
Weckman, Nina
2009 Leppävaara
Laurea University of Applied Sciences
Laurea Leppävaara
Customer Buying Behavior
Case Study: Algol Technics
Nina Weckman
Degree Program in Business
Management
T h e s i s June
2009
Laurea University of Applied Sciences
Abstract
Laurea Leppävaara
Degree Program in Business Management
International Business to Business Marketing
Nina Weckman
Customer Buying Behavior; Ca se Study: Algol Technics
Year 2009 Pages 56
The purpose of this study is to research the customer buying behavior in a specific market.
This thesis is made for a subgroup of Algol Technics which specializes in the marketing of driver seats. The research areas included brand recognition, price and quality, as well as the communications channels.
The theoretical framework presen ted consists of the marketing strategies, marketing mix,
Porter’s five forces analysis, customer relation ship marketing, and market analysis. The case company is profoundly presented and analyzed using the SWOT tool.
The input for the empirical part is to get an understanding about whet her the sales team are using successful marketing tactics when marketing their products to a specific customer seg- ment or what kind of changes they would need to make to improve the business.
The research was conducted using both the qual itative and quantitative approach. The secon- dary data was collected from related topic literature, and the primary data was gathered from an in-depth interview and a market surv ey. The sales manager of the company was in- terviewed to gain more insight of the company processed and history. The main research was conducted with a questionnaire which was sent to Algol’s current customers as well as pros- pects. The questionnaire was made with an o nline survey program with which the results were analyzed.
The research results implicate in which areas the company should