NAKUPNO VEDENJE PROIZVODNIH PODJETIJ NA MEDORGANIZACIJSKIH TRGIH

Koštomaj, Dragica

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Title:	NAKUPNO VEDENJE PROIZVODNIH PODJETIJ NA MEDORGANIZACIJSKIH TRGIH
Authors:	ID Koštomaj, Dragica (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Kostomaj_Dragica_2012.pdf (1,56 MB) MD5: BE190E5EC26834013F2EBB4984DCF804 PID: 20.500.12556/dkum/4502115f-899c-439e-b377-6d18aa5ad0c3
Language:	Slovenian
Work type:	Master's thesis
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Z naraščanjem konkurence so kupci postali zahtevnejši in bolj seznanjeni z izbiro na trgu, zato narašča pomen razumevanja ključnih dejavnikov, ki vplivajo na nakupno vedenje in razvoj tesnih odnosov med ponudniki in odjemalci. Medorganizacijsko nakupno vedenje proizvodnih podjetij na medorganizacijskih trgih je dinamično in zapleteno, pod vplivom različnih dejavnikov, poteka v več fazah, vključuje več posameznikov, ki imajo različne prioritete in cilje in se precej razlikuje od nakupnega vedenja potrošniških trgov. Razumevanje kupca in nakupnega vedenja organizacij namreč predstavlja prvi pogoj za razumevanje in management medorganizacijskega trženja. Medorganizacijski trg sestavljajo vse organizacije, ki kupujejo blago in storitve z namenom, porabe ali uporabe pri izdelavi drugih izdelkov ali storitev, ki jih nato prodajo, dajo v najem ali dobavijo. Na nakupno vedenje vplivajo različni dejavniki zato podjetja morajo poznati te dejavnike, da znajo svoj ponudbeni splet pravilno prilagajati željam in potrebam svojih odjemalcev. Magistrska naloga je sestavljena iz dveh delov. V prvem, teoretičnem delu magistrske naloge obravnavamo nakupno vedenje proizvodnih podjetij na medoragnizacijskih trgih. Predstavljen je pomen razumevanja in poznavanja ključnih dejavnikov, ki vplivajo na nakupno vedenje podjetij na medorganizacijskih trgih. Predstavljene so značilnosti in posebnosti medorganizacijskih trgov, ki jih morajo podjetja razumeti in poznati pri oblikovanju trženjskih strategij. Organizacijsko nakupno vedenje je dinamičen proces, ki zahteva veliko informacij in obsega več stopenj oziroma faz in nakupnih oblik, na nabavni proces in nakupno vedenje pa vpliva več dejavnikov. Prikazana je vloga nabavnega oddelka v nabavnem procesu in vloga nakupnega središča pri nakupnih odločitvah. Za medorganizacijske trge je značilna velika soodvisnost in vzajemnost odnosov katere posledica je tesno sodelovanje, zato je zelo pomembno, da nakupno vedenje analiziramo kot interaktivni proces. V drugem, praktičnem delu magistrske naloge smo spoznanja iz teoretičnega dela uporabili za empirično raziskavo o nakupnem vedenju proizvodnih podjetij v Sloveniji na medorganizacijskih trgih. Raziskava je osredotočena na raziskovanje in analiziranje ključnih dejavnikov, ki vplivajo na nakupno vedenje, kdo sodeluje v nakupnem procesu, kakšne so nakupne odločitve, kako se odločajo v podjetju in kakšni so odnosi med dobavitelji in kupci. V sklepnem delu smo podali povzetek empirične raziskave o nakupnem vedenju proizvodnih podjetij v Sloveniji na medorganizacijskih trgih. Ugotovitve bodo lahko služile proizvodnim podjetjem v Sloveniji razumeti razlike medorganizacijskih trgov in nakupnega vedenja, pri oblikovanju uspešnih medorganizacijskih strategij in taktik.
Keywords:	nakupno vedenje podjetij, medorganizacijski trg, nabavni proces, nakupna oblika, vplivni dejavniki nakupnega vedenja, nakupno središče, interaktivni proces, odnosi med dobaviteljem in kupcem.
Place of publishing:	[Maribor
Publisher:	D. Koštomaj
Year of publishing:	2012
PID:	20.500.12556/DKUM-26808
UDC:	658.7
COBISS.SI-ID:	11331612
NUK URN:	URN:SI:UM:DK:GP7C8X7H
Publication date in DKUM:	21.02.2013
Views:	2222
Downloads:	232
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	Organizational buying behaviour of production companies in business-to-business markets
Abstract:	With the growing competition on the market, customers have become more demanding and better informed with what the market has to offer, therefore the significance of understanding the key factors influencing the buyer behaviour and the development of close relations between the providers and the consumers. Organizational buying behaviour of production companies in business-to-business markets (B2B) is dynamic and complicated, influenced by several factors, running in numerous phases, involving several individuals with different priorities and goals, as well as fairly different from the buyer behaviour of customer market. Understanding the customer and the organizational buying behaviour namely represent the first condition for understanding and management the B2B marketing. B2B market consists of all organisations what purchase goods and services with the intention of consuming or using them to produce other goods or services that are later sold, hired or supplied. Different factors influence the buyer behaviour, therefore companies are obliged to know these factors to be able to adequately adjust their offer to the desires and needs of their consumers. The Masters thesis consists of two parts. The first is the theoretical part which deals with the buyer behaviour of production companies in B2B market. Understanding and knowing the key factors that influence the organizational buying behaviour in B2B market are presented. There are also the characteristics and peculiarities of B2B market that companies must understand and know when developing their marketing strategies. Organizational buyer behaviour is a dynamic process what requires an immense amount of information and consists of several stages or phases and purchase decision types. Several factors also influence the purchase process and buyer behaviour. The role of the purchasing department within the purchase process and the role of the buying centre in purchase decision making are presented, too. For B2B market strong co-dependence and reciprocality of relationships are typical, so it is very important for the buyer behaviour to be analysed as an interactive process. The second, the practical part of the thesis the findings from the theoretical part have been used for an empirical research of buyer behaviour of production companies on Slovenian B2B markets. The research has focused on researching and analysing key factors that influence buyer behaviour – who takes part in the purchase process, what the purchase decisions are like, how decisions are made in the company and what the relations among the suppliers and customers are like. The last part which concludes the thesis presents the summary of the empiric research of buyer behaviour of production companies on Slovenian B2B markets. The findings can serve Slovenian production companies in the future to help them understand the differences among B2B markets and buyer behaviour for developing successful B2B strategies and tactics.
Keywords:	organizational buying behaviour, B2B market, purchase process, purchase type, buyer behaviour influence factors, buying centre, interactive process, relationships among the suppliers and the buyers.

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