Business Challenge
A leading genset maker wanted to obtain insights about the decision makers and their buying criteria for purchase of portable gensets within manufacturing industries in the US and Canada.
Situation
The client wanted to understand the genset purchase process and criteria for various end-users, identify the company of choice for most recent genset purchases and the reasons behind the decision, and the factors influencing purchase.
Approach
We conducted 40+ in-depth interviews with B2B portable genset customers within the manufacturing industries to gain insights on their purchase decision-making and understand the reasons for choosing a specific vendor.
Impact
Based on our insights, the client gained an understanding of the important factors customers consider when selecting a genset vendor and was able to devise action plans to meet customer requirements.
