The Purpose of this Research is to Investigate the Effect of Customers' Specific Value Drivers on Purchase Intention and Behavior with B2B Marketing Techniques. The Current Research is Descriptive-Survey in Terms of Practical Purpose and in Terms of Research Method. The Statistical Population of the Research Consists of Consumers and Customers of Chain Stores in Sari City. The Sample Size was Obtained Using Cochran's Formula. Based on this and Considering the Confidence Level of 95% and the Error Level of 0.1, the Sample Size was Estimated to be 289 People and 266 Questionnaires were Collected. In Order to Collect Data, a Researcher-Made Questionnaire was u
Used, the validity of the Instrument was Confirmed by the Professors and the Reliability of the Instrument was Confirmed by Measuring Cronbach's Alpha Coefficient. In Order to Analyze the Data, Descriptive Statistics and Inferential Statistics are Used Using SPSS Software.. The Results of the Research Indicate that the Drivers of Using New Technologies and Improving Customer Awareness with a Significant level (0.001) have an Impact on Customers' Purchase Intentions. While Other Hypotheses have not Been Confirmed.