Presenting an Integrated Marketing Mix Model Based on Industrial Customer Behavior (Case Study: Behran Oil Company)

The present study has been carried out aiming to provide an integrated marketing mix model based on industrial customer behavior in the market of petroleum-based products. The research method is qualitative and founded on grounded theory. The statistical population consisted of experts and managers with active experience in the oil industry, from which a sample of 15 people was selected. Sampling has been accomplished through theoretical sampling method utilizing purposeful techniques. For data collection semi-structured interviews were employed and data analysis was conducted by Strauss and Corbin method along with paradigm model. The results of data analysis attained from the interviews that were done via axial, selective and open coding process led to the creation of integrated marketing mix based on industrial customer behavior founded on the grounded theory, which was ultimately identified as a template for integrated marketing mix model based on industrial customer behavior. The findings of this study designate that for the success of integrated marketing mix models based on developing the behavior of industrial customer, industry managers should closely consider all categories and subcategories distinguished in this study, and have the required and adequate information about any of them. Besides, this study reveals that there is a need for paying attention to integrated marketing mix model based on industrial customers’ behavior.