Customer habits in a B2B context: impacts on cash flow level and volatility

Informações

Código: MKT2830
Divisão: MKT - Marketing
Tema de Interesse: Tema 06 - Estratégia e Desempenho em Marketing e Vendas

Autores

Filipe Rigon (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) frigon85@gmail.com
Fernando Bins Luce (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) fbluce@gmail.com

Resumo

Habits are widespread in most of life. As people repeat actions with satisfactory outcomes in stable contexts, responses start to become automatically retrieved in memory. Over time decisions become less driven by goals and intentions, and as a result, a habit emerges. This works aims to analyze the impact of habitual behaviors in the context of business-to-business transactions using empirical measures of habits developed by marketing researchers. The responsible for buying in a firm may compare specifications, prices and assess competitors before making a purchase. However, it is unfeasible to evaluate all products every time it is required a purchase to replenish stocks or to reorder a sold item. Therefore, it is expected that over time, a portion of repeat transactions between manufacturers and retailers start to be driven by habitual behaviors of someone involved in the process of buying. This work proposes to measure the Purchase and Promotion habits in a database of transactions in a furniture industry and apply quantitative analyses to evaluate how habits affect cash flow levels and their volatility. A later analysis is proposed to compare how regular customers relate to the company's most valuable customers.

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