Background: When a company tries to sell either products or services, it is important to consider the decision criteria on the purchasing side. Most often, there will be personal, emotional reasons that guide the purchaser’s preference in chosing suppliers, coexisting with the rational reasoning. Previous studies have shown that the emotional influence when it comes to decision making in purchasing is strongest in small businesses, however there is no information regarding what are the actual emotions experienced and in what context. Purpose: The purpose of the study is to find which basic emotions are most felt in different purchasing processes. Method: This research is based on a quantitative method where the information was gathered by sending out surveys to small businesses in Sweden. The respondents rated 27 emotions on a five point Likert scale for each of the four researched processes: Adaptive planning in purchasing, Accessing external expertise for purchasing, Similarities in attitude with supplier in evaluation and Involvement in purchasing consortia. Conclusion: Two of the four hypotheses were supported, suggesting that the basic emotion of happiness positively relates to similarity in attitude between the small business and the supplier and the emotion of fear positively relates to accessing external expertise. A descriptive statistics were also created showing the most and least felt emotions in each of the four processes.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-65595 |
| Date | January 2017 |
| Creators | Salgado Catindig, Ranjana, Kis, Zoltan |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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