Introduction to Business

The key similarities and differences between consumer buying behavior and B2B buying    

Consumer buying behavior refers to the sale of products by an organization to potential customers whereas B2B behavior refers to a transaction that occurs by one organization selling products to another organization and those goods are further resold by the later to support their own operation (Lascu & Clow, 2008). These two forms of buying behaviors have similarities and differences as explained below;

Similarities

            First of all, both consumer buying behavior and B2B deal with the way people buy or consume products. In both situations, the buying process starts with identifying the need. With both situations, the seller must always match product strengths with the need of a particular target market. The seller must also communicate and sell products so as to effectively express value to the target market (Lascu & Clow, 2008).

Differences

Buyer behavior; emotional factors play a bigger role in consumer buying behavior, which is not the case with B2B buying behavior which tends to be less emotional. Business consumers look for product elements such as productivity, economy in cost, and quality and they often spend more money as the buying process tends to be lengthy and complex (Lascu & Clow, 2008). Similarly, organizational buyers purchase products in large quantities unlike consumers.

Buyer-customer relationship; with consumer marketing the negotiation process between the seller and the buyer tends to be personal. Marketers and sales representatives are always assigned to market the products. Whereas business consumer normally includes a number of meetings held between the buyer and the seller before transaction can take place. For instance, B2B marketers present products in private presentation and the B2B organization may also invite customers and prospects to private or public events for further conversations (Peter & Olson, 1999). This tends to build trust and confidence between the buyer and the seller in the long run.

Decision making; decision maker with consumer buying is always the person buying the product for example if a father may decide to buy clothes for his children, he stands to be the decision maker (Peter & Olson, 1999). Whereas with organizational buying, the whole process starts with an idea, which is followed by a formal approval and the person who makes the final purchase, is always the departmental representative or the purchasing agent.

References

Peter, J. P., & Olson, J. C. (1999). Consumer behavior and marketing strategy. Boston, Mass. [u.a.: Irwin/McGraw-Hill.

Lascu, D.-N., & Clow, K. E. (2008). Essentials of marketing. Mason: Cengage Learning.