Trendy a změny v nákupním chování zákazníků na trhu B2B

This diploma thesis focuses on trends and changes in customer purchasing behavior in the B2B market in the context of digitalization and growing customer autonomy. The thesis aimed to explore how sales representatives and key account managers perceive changes in their customers' purchasing and decision-making processes, and how these changes affect the sales process, the use of digital tools, and the role of the salesperson. The research was conducted using a qualitative approach, consisting of twelve semi-structured interviews with sales representatives and key account managers at Nestlé Czech Republic. The data were analyzed using thematic analysis. The findings indicate that B2B customers are significantly better informed than before and arrive at meetings well prepared. Digitalization is gradually entering the routine parts of the sales process; however, personal relationships remain the foundation of business cooperation, and digital tools tend to support rather than replace the salesperson's role. The sales process itself has not fundamentally changed, but it has accelerated; customers have less time, make decisions faster, and sales representatives need to be better prepared. At the same time, sales representatives are increasingly shifting towards an advisory and partnership role. The research also identified market polarization and the influence of external factors such as the pandemic, inflation, and staffing shortages in the foodservice industry. As the research was conducted within a single company, the findings cannot be generalized without further verification. The thesis captures the everyday reality of B2B sales practice and formulates practical recommendations for improving sales effectiveness.