Top B2B sales strategies for household hygiene products in Sulaymaniyah

Abstract

Aims: This market research has been conducted in Sulaymaniyah city, which emphasizes benchmarking top hygiene brands, evaluating the relationship among variables such as promotion, price, product quality, service quality, brand image, country image, customer value, customer satisfaction, switch intention and brand loyalty to design appropriate marketing strategies for businesses in hygiene and cleaning product market and also, assessing market owners' most important point of view on hygiene products.

Design: It is conducted through the benchmarking process of selling cleaning and hygiene products by B2B. All data are primary and collected from real markets and retailers, which are more than 101 brands in the Sulaymaniyah government. The collected data are analyzed with frequency and regression analyses to assess the strategic weight and importance of selling hygiene products.

Finding: From this research, market owners do not rely on promotion and price to decide whether to work on a brand. At the same time, service quality and product quality hurt brand image. In this case, it is discovered that brand owners have not done services correctly. It can be an opportunity to penetrate markets. However, packaging and online ordering systems are the most powerful factors impacting service quality. However, market owners do not trust products when they are introduced as high quality. Safety, performance, size aesthetics, durability, and usability are the most critical factors that affect product quality from a B2B perspective. Country of origin or country image negatively affects brand image because they believe that generally, products are imported from Turkey and Iran. Country image negatively affects customer value because customers do not trust products are imported from somewhere else apart from Iran and Turkey. By increasing brand image, the customer value rises and leads to customer satisfaction and eventually affects brand loyalty. In contrast, by increasing customer value, switch intention reduces and leads to better brand loyalty effectiveness.