How macro environmental forces affect business buying behavior after a recession - A case study of the second hand truck business

Abstract: The financial crisis has had a deep impact on businesses all around the world. This has affected our purchases, both as retailers and as customers. In this thesis I will investigate how the buying behavior has changed, before, during and after the financial crisis with focus on the second hand truck business. I will also investigate which macro environmental factors have affected the buying behavior. Purpose: The purpose of this research is to describe changes in buying behaviors from influence of macro environmental forces. Method: I have used a qualitative method, and as a part of that face to face interviews, to understand and establish a better contact with the respondents. At the selection of companies I have chosen three companies in the second hand truck business, located on the west coast of Sweden. They required to not be mentioned by their name so they are referred to as Company A, B and C. Result and conclusions: The conclusions which can be drawn from this thesis research is that the macro environmental forces which have had a strong impact on the buying behavior after the financial crisis are the political, economical and legal forces. Both retailers’ and customers’ behavior have changed after the financial crisis. After the financial crisis both retailers and customers are more careful on spending their money. They are more informed about quality and their needs, to make better purchases. Retailers avoid building up stocks instead they are purchasing trucks upon requests. The crisis will likely to continue and make a difference for some years to come. Suggestions for further research: A quantitative method would be interesting to add to a qualitative method with many more companies to base the empirical data. Also a qualitative method would be interesting to make upon additional companies.