The Difference Between Consumer Buyer Behaviour and Organisational Buyer Behaviour

1887 words 8 pages
The difference between Consumer Buyer Behaviour and Organisational Buyer Behaviour
In this essay we will be talking about the difference between consumer buyer behaviour and organisational buyer behaviour and how marketers can harvest this knowledge to create the right marketing strategies for each category of market.
The main difference between consumer buyer behaviour and organisational buyer behaviour is that consumer buying consists of activates involved in buying and using of products for personal and household use, where organisational buyers purchase primarily for organisational purpose.
Consumer behaviour is complex and a company has to fit their product more closely and satisfy their customer needs more fully than the
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The main types of intermediary are wholesales, dealers, agents, value-added resellers. 2) Original equipment manufacturers (OEMs): They are the classic business customer. They purchases parts or materials and manufacture and market with the manufacturer’s brand. 3) Users: These customers buy some products to sustain their own production. 4) Retailers: They purchase goods to sell them to their customers.
The Institutional customer may differ greatly from the commercial customer in the preceding list. Universities are a good example of institutional customers and the products they have to buy in order to keep operating. (Oxford University Page)
The Governmental customers can differ from government to government as they can regalement their spending on military health and education.
While there are differences between consumer buyer behaviour and organisational buyer behaviour we clearly can see some similarities between them especially when we realises that rationality in organisational buyer behaviour can be misplaced. If the buyer are people to then they can also make mistakes lead by perception, emotion and pear pressure. On the other hand some consumer purchases involve high technical complexity and time involving information search. The practice of B2B and B2C is not always clear as an example we can take Sun Microsystems witch approaches large business directly but also encourages small


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