The Difference Between Consumer Buyer Behaviour and Organisational Buyer Behaviour

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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…show more content…
For example, consumer markets often consist of millions of customers where far fewer customers are in the organisational market. A small percentage often makes a large percentage of the earnings of a B2B business. (Oxford University Page) The B2C buying process can be fairly complex for a high involvement purchase like a car but in a B2B market there is often not only one person involve in this process, it is typically known as the decision-making unit (DMU). Members involved in this decision making unit can be managers who are not involved in the usage of the product and often have a strategic and financial perspective of the company but also members who directly use the product are involved in the decision making process. We can describe the different parties (Webster and Wind, 1972) in the decision making process as followed: 1) Initiator- is the person who makes the first request for the purchase 2) Buyer - they are the formal authority in the process and are making the purchases from the suppliers 3) Influencers –they affect the decision-making process by providing internal or external information. 4) Decision makers- they are the persons with the authority to approve a purchase. 5) Users - they are the persons who use the product. They often deliver feedback of the performance. 6) Gatekeepers – they control the flow of information to other managers
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