Business to business purchasing behaviour in South Africa

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dc.contributor.authorNovela, Nezaro
dc.contributor.supervisorPenman,Neale
dc.date.accessioned2023-02-28T07:28:07Z
dc.date.available2023-02-28T07:28:07Z
dc.date.issued2022
dc.descriptionA 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
dc.description.abstractBusiness-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.
dc.description.librarianPC(2023)
dc.description.librarianMM2024
dc.facultyFaculty of Commerce, Law and Management
dc.identifier.citationNovela, Nezaro. (2022). Business to business purchasing behaviour in South Africa [Master’s dissertation, University of the Witwatersrand, Johannesburg]. WireDSpace.https://hdl.handle.net/10539/34687
dc.identifier.urihttps://hdl.handle.net/10539/34687
dc.language.isoen
dc.publisherUniversity of the Witwatersrand, Johannesburg
dc.rights© 2022 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg.
dc.rights.holderUniversity of the Witwatersrand, Johannesburg
dc.schoolWits Business School
dc.subjectBusiness to business (B2B)
dc.subjectPurchasing Intention
dc.subjectPurchasing behaviour
dc.subjectFast-moving Consumer Goods (FMCG)
dc.subjectProfessional social media
dc.subject.otherSDG-8: Decent work and economic growth
dc.titleBusiness to business purchasing behaviour in South Africa
dc.typeDissertation
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