A RESEARCH ON THE EFFECT OF EMOTIONAL BONDING ON BUSINESS PROCUREMENT PATTERN

While in business-to-business (B2B) markets, the standard assumption has been rationality, with an overemphasis on price, performance, and logistics in purchasing, recent studies indicate that emotional bonding, characterized by attributes like trust, loyalty, empathy, and interpersonal rapport, significantly affects organizational buying behavior.This study explores the extent to which emotional factors influence procurement choices, supplier loyalty, and negotiation outcomes.Using a mixed-method approach involving both qualitative interviews and quantitative surveys across various industries, the research identifies a strong correlation between emotional attachment and supplier selection, partnership longevity, and even willingness to pay premium prices.Emotional bonding not only humanizes the procurement process but also builds resilience and adaptability in long-term partnerships.The research emphasizes the significance of emotional intelligence and relationship management as key strategic strengths in B2B sales and marketing.