Factors influencing the customer purchase decision in B2B markets: A survey

This thesis aims to understand the factors influencing customer purchase decision in B2B markets. Particularly, the mechanisms ensuring the continuity of business relationship between two types of companies namely: the producers of the corrugated box companies and the business buyers will be researched. In this analysis, factors were both investigated in the literature and verified by the authors own expertise in the industrial packaging industry. Three main factors were put into consideration for influencing the customer purchase decision in B2B, namely price, corporation image, and salesperson's commitment and expertise. This exploratory research attempts to find evidence based on a survey analysis conducted on 129 respondents of corrugated box suppliers. The survey has been taking a place within the firms where their headquarters located in the Marmara Region of Turkey. These firms generally, produce and operate on Paper/Wood products, Metal, Electric and Electronic, Energy, Food, Automotive, Chemistry, Petroleum, Rubber and Plastic Industries. Propositions were developed and it was found that price, corporate image, and salesperson commitment are the most important factors that influence customer purchase decisions in B2B markets; besides COVID-19 pandemic is found as an moderating factor in this relationship. The findings demonstrate that salesperson commitment is especially an important factor to ensure the continuity of a business relationship between two companies. Key words: B2B Market, Customer Purchase Decision, Salesperson's Commitment, Corrugated Box, Coronavirus (Covid-19)