Μελέτη αγοράς και marketing εμπορικού κλάδου, ενός αδιαφοροποίητου εμπορικού προϊόντος : η περίπτωση του συνδετικού υλικού
View/
Keywords
Προϊόν ; Τιμή ; Τόπος διανομής ; Προώθηση ; Μίγμα μάρκετινγκ ; Product ; Price ; Place of distribution ; Promotion ; Marketing mixAbstract
In this thesis, we will examine the purchasing habits of retailers that sell an undifferentiated product such as screws and their accessories (nuts-washers-strings). This market is B2B. It is a range of products for which the producers in our country are now from minimal to non-existent and all high-speed mobile codes are produced and imported mainly from third countries, due to cost. From our contact with importer-wholesalers (suppliers to the stores) important elements for research emerged such as the fact that it is difficult to differentiate and create a competitive advantage in this market due to the fact that the consumer thinks that everyone buys from the same markets and at the same prices the same quality. How easy is it to create a Brand Name and maintain it in such a market? How easy is it to maintain customer loyalty under these conditions? At the same time, there is an increased price sensitivity according to the sales departments of the wholesalers, a fact that becomes even more evident in the smaller local shops of the neighborhood (paints-hardware). Larger and more specialized stores, according to wholesalers, are more likely to be loyal to a supplier that covers their range, cares and controls quality in order to have happy customers. Price sensitivity remains, but resistance decreases. So initially in the 2nd chapter we approach the concept of Branding in B2B markets and the attempt to differentiate businesses in products that are not branded, are considered expendable by citing a bibliographic review and concepts. In the 3rd chapter we present the methodology of our research both theoretically and practically by choosing the target group of our research. In the 4th chapter, the findings of our research are presented and analyzed, while in the 5th and last chapter, the conclusions reached are listed, as well as our proposals for future research