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Yayın Factors influencing the customer purchase decision in B2B markets: a survey(Işık Üniversitesi, 2021-05-03) Oral, Çağdaş; Tuncay Çelikel, Aslı; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Executive MBA (İngilizce) Yüksek Lisans ProgramıThis 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.Yayın Effects of humor, mood and brand perception on consumer buying intention(Işık Üniversitesi, Lisansüstü Eğitim Enstitüsü, 2024-06-25) Khan, Muhammad Bilal; Özekan, Damla; Işık Üniversitesi, Lisansüstü Eğitim Enstitüsü, Yöneticiler İçin MBA; Işık University, School of Graduate Studies, Executive MBAThis research examines the impact of mood, brand perception, and humor on purchase intention. The sole purpose of this study is to investigate the relationship amongst these variables and understand how they collectively impact how a consumer’s intention reaches and results in a purchase. It is recognized how important emotions are that play a crucial role in affecting consumer behavior and the growing importance of humor as a marketing tool in enhancing brand perception. By analyzing the interplay between mood, humor, brand perception, and purchase intention, this study will add and build upon the existing body of data in marketing and consumer psychology. The study employs a quantitative research methodology, utilizing survey questionnaires as the primary data collection tool. Through convenient sampling, 230 participants from Istanbul were asked to rate their mood, perceive the humor in marketing communications, evaluate brand perception, and indicate their intention which eventually leads them to buy a specific product or avail a certain service. Statistical analyses, such as correlation and regression, were used to investigate the relationships amongst the variables and analyze the predictive potential of mood, humor, and brand perception on purchase intention. The findings of this research offered a deeper dive with the insights, into the influence of mood, humor and brand perception on consumer’s purchase intention. It was found that positive mood and perceived humor in marketing communications positively affected brand perception, leading to increased purchase intention. The different connotations this research holds expand to marketing practitioners and brand managers, as it offers insights into the effective utilization of mood and humor in advertising campaigns to enhance brand perception and drive consumer purchase intention. By understanding the underlying mechanisms that link these variables, marketers can develop more targeted and persuasive marketing strategies.
