Mapping the customer buying journey for professional hygiene products

Overview

A global manufacturer of professional hygiene products wanted to understand how its customers discover, evaluate, and purchase hygiene products.

They partnered with Phronesis to conduct brand perception research, capturing customers' buying behavior, their choice of vendor, and the touch points that influence purchase decisions.

Objective

Assess how professional hygiene product purchasing decisions are made and how the client's brand is perceived, including:

• What factors influence customers to select a brand and remain loyal to it
• What drives customers to consider and switch to a new vendor
• What the buying journey looks like, including the key touchpoints, decision timelines, and stakeholders involved
• Which channels customers prefer, and what content and information influence their buying decisions

Approach

Surveyed senior procurement and sourcing professionals and category managers directly involved in professional hygiene product purchasing across three sectors:

• Commercial and office-based businesses
• Food services and restaurants
• Manufacturing

The questionnaire and competitor brand list were localized for each market.

Business Outcome

• Provided insights into what matters most when customers choose a brand, remain loyal, or switch to another supplier
• Mapped the entire buying value chain, including decision timelines, stakeholder involvement, and selection criteria
• Identified preferred purchasing channels and content needs, enabling the client to optimize its go-to-market strategy across markets and customer segments