Price-Quality Matrix as a Strategic Tool for Segmental Communication for B2B Market : A Study on Builders of Jamshedpur

B2B market has always been a major source of revenue for the industries. For the long run, these B2B buyers are treated as “assets” rather than customers. Therefore, relationship marketing is very much important for B2B market for sustaining in the long run and B2B relationship helps in meeting mutual benefits for both the parties. But, the problem with B2B communication is that it is not a “one-size-fit-all” approach like B2C market. This purpose of this paper is to identify important factors of B2B buying behaviour based on primary data and literature review and see how these factors help in developing a segmental communication strategy for various types' buyers specifically to achieve long term B2B relationship. This paper suggests the strategies like direct and indirect communication which helps in building trust and relationship among buyer and seller to sustain in long run