This study investigates industrial buying behaviour in the Business-to-Business (B2B) market for rubber vibration isolation components, with a focus on identifying the key factors influencing purchase decisions among industrial buyers in the automotive and industrial sectors. Industrial buying behaviour differs significantly from consumer buying behaviour due to its rational, structured, and performance-oriented nature, making it essential to understand the underlying determinants that guide such decisions.

The research adopts a descriptive research design and is based on primary data collected from 40 respondents, including engineers, technicians, dealers, and workshop owners. Data was gathered using a structured questionnaire and analyzed using percentage analysis, graphical representation techniques such as bar charts and pie charts, and comparative analysis to evaluate the relative importance of different influencing factors.

The findings of the study indicate that product quality is the most critical factor influencing industrial buying decisions, followed by durability and supplier reliability. These factors are closely associated with operational efficiency, reduced maintenance costs, and long-term performance of industrial equipment. The study also reveals that price, although relevant, is not the primary determinant, as buyers tend to adopt a value-based approach rather than a cost-based approach. Additionally, the importance of supplier relationships, timely delivery, and brand reputation is highlighted as key contributors to customer loyalty and repeat purchases.

The study contributes to the existing body of knowledge on B2B marketing by providing empirical insights into industrial buying behaviour within a specific product category. It also offers practical implications for organizations aiming to enhance their marketing strategies by focusing on quality improvement, reliability, and relationship management.

Keywords— Industrial Buying Behaviour, B2B Marketing, Rubber Vibration Isolation Components, Purchase Decision Factors, Supplier Reliability, Product Quality.