What usually happens at an enterprise when a light bulb burns out or important lighting equipment fails?
Will the employee be responsible for selection, purchase and installation?
How will the selection process take place? Who will make the final decision? The answers to these questions seem obvious because each enterprise has its own particularities that must be taken into account in the manufacturer’s marketing strategy.
To find the answers to these questions, a large-scale marketing study was carried out at the request of the well-known manufacturer of lighting equipment. Yasno Research & Consulting Group became part of this project and conducted 50 interviews with the employees who are responsible for the selection and purchase of lighting equipment in the organizations of Kazakhstan.
According to the international methodology, 50 telephone interviews were conducted with the employees who are responsible for the selection and purchase of lighting equipment in the organizations.
The survey of respondents was conducted in accordance with the requirements of the screener as to the size of the organization, the number of the staff employees and the business profile of the company.
The report which was presented to the customer contained important highlights as to the understanding how b2b consumers are familiar with the modern lighting technologies, what equipment they choose for their companies, what sources of information they use, who they listen to, etc.
Besides, the list of additional options and technologies was obtained being of interest to the consumers in different countries of the world.
We explore to answer important questions.
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