P/M/309. Master Dissertation. Buying behaviour in relation to communication systems: a comparative study German industrial sub-segments

The aim of the dissertation is to study buying behaviour and communications systems in three industrial sub-segments in Germany. The objective is to conduct a case study of Ascom Wireless Solutions (AWS), a subsidiary of Ascom Tateco (a European company that provides on-site solutions for hospitals, elderly care, manufacturing industry, etc.) and to come up with recommendations for Ascom Tateco. The authors used both primary and secondary methods of research. The procedures were developed to select companies that influence economic macro-environment, to identify research objects and to conduct interviews. The study highlights macro environmental factors that affect the business of the researched companies; their buying behaviour and attitudes to modern communications technology are analysed and compared using qualitative and quantitative research methods. The analysis is based on a massive review of literature and on-line sources that build the theoretical ground and provide an analytical tool for the study of the research findings. The conclusion is made that companies buying communication systems and communication solutions hardly ever change their supplier, thus it is crucial to have a continuous interchange with the customer. The authors recommend that the company offering a new system should prove its compatibility with the already existing system and make the customer understand its advantages. The paper is supplied with numerous tables and figures; six Appendices cover important supplementary information.