Model of Consumer Behavior in the Industrial Market in the Conditions of Digitalized Purchasing Management

Abstract

Intense competition in industrial markets leads to a constant change in customer behavior. Tight price negotiations and abuse of power make it difficult for participants to interact in sales. Taking these facts into account, it should be noted that for a sales Manager, the success rate is the final result of negotiations and is determined by the price. Surveys of sales managers in the industrial sector show that another important element of negotiations is the length of the business relationship. Despite these trends, questions remain about other factors that can consciously or unconsciously influence the negotiation situation, both in a positive and negative way. This article examines the behavior of industrial market participants in purchasing activities, on the basis of which a model is proposed. The article was carried out as part of the second stage of fundamental research works on the state task in 2020 on the topic “Theory of consumer behavior in the modern economy”: Order of the financial University under the government of the Russian Federation dated 20.03.2020 No. 0564/o “On the organization Of the second stage of fundamental research works performed under the state task in 2020”.