Buying behavior of B2B customers of the fashion agency soap studio s.r.o

The aim of the thesis is to investigate the motivation of the purchasing behavior of B2B customers and to formulate recommendations for improving the current business strategy of the soap studio fashion agency. First, all technical terms and important information are explained using a literature review. The practical part was conducted in the form of in-depth interviews with the agency's clients. Recommendations for the agency are based on research results, SWOT analysis, TOWS matrix and Ansoff's growth matrix. According to the respondents' answers, the most important factors influencing the purchase of goods are the quality of the materials used and the shape, statistics from previous years, global fashion trends and unique design. The most important findings from the entire work relate to after-sales services. From the research results, the three most essential sales services were identified, namely online B2B reorders, smooth processing of complaints and exchanges, educational training for sales staff. The agency fully complies only with the smooth processing of complaints and exchanges. That is why it is recommended to introduce the remaining services or supplement their completeness. According to the results of Ansoff's growth matrix, the agency is recommended to focus on deeper market penetration by organizing an event in the form of a fashion show for clients. Furthermore, the agency should continue to apply a diversification growth strategy through its own product line in the field of cosmetics. According to the results of the TOWS matrix, the agency should focus on defensive ST strategies and proactive SO strategies.