In today’s industry, many variables are shown to be important in buying behavior of industrial customers. For
reducing the risks associated with purchase decision, process driven team can be an appropriate alternative
instead of simple individual buyer. This research has been organized in cooperation with SHAHAB KHODRO,
an industrial supplier of Bus (intertwinement, interstate), and Heavy machines. The purpose of this study was to
consider how SHAHAB KHODROS’ customers discern certain elements (Price, Quality, Service, Relationships,
Technical Performance, Technical Knowledge, Time of Delivery, Installation, Flexibility, Market Adjustment,
Geographic Distance, Technical Documentation) when choosing it as a supplier of buses and why they perceive
them. The study has been conducted employing a combination of both a quantitative and a qualitative approach
in which 60 questionnaires has been sent out to SHAHAB KHODROS’ customers in order to know their
opinions. By this research we can find out if the elements that pervious researcher reached at their relation is correct in our study or not. Definitely, this information and analysis are needed for SHAHAB KHODROS in
order to satisfy its customers better by improving their marketing program, and thereby increasing its
profitability.