Business to business purchasing behaviour in South Africa
Date
2022
Authors
Novela, Nezaro
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Abstract
Business-to-business (B2B) buying behaviour continues to be heavily influenced by changes taking place in the external environment. Businesses are faced with a challenge of understanding their customers through non-conventional communication channels. The purpose of this research was to explore what factors influence business-to-business purchasing intention within the Fast-moving Consumer Goods (FMCG) industry in South Africa. Further, the research aimed to gain in-depth insight into how B2B organisations within the FMCG sector can make use of social media to influence purchasing decisions and ways to create competitive advantage. The target population consisted of business owners and managers in small and medium sized businesses. Data was collected through questionnaires facilitated and distributed online using Qualtrics. The researcher made use of the Statistical Package for Social Science (SPSS) analysis software programme to analyse data. This enabled the researcher to establish whether there was a statistical relationship between the variables. The results of this research established that B2B purchasing intention is directly influenced using professional social media, the sharing of preferred content, perceived social presence, business reputation, brand identity, traditional brand communication and social media brand communication.
Description
A research report submitted in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing to the Faculty of Commerce, Law and Management, University of the Witwatersrand, 2022