Consumer Buyer | Organizational Buyer |
---|---|
Buy goods and services for ultimate use or to satisfy their needs. | Buy goods and services for business needs. |
Buying purpose is not to earn profit | Buying purpose is to earn profit by using and reselling the goods and services |
Quantity of goods remains small | Buying done in large quantities. They use large quantities, need to maintain inventories at a level high and cheaper and more efficiently. |
Buying decisions taken by consumers themselves. Sometimes consult with friends or family members. | Buying is a formal rational process considering objective factors of organization like production and distribution. Need to adhere to purchasing standards and require approval of many people. |
Decision taken instantly or in a short span of time. | Decision arrival usually takes a long time. |
Most consumers may not have adequate knowledge and information about market situations, available goods and services etc. | Have full knowledge of the market and suppliers. |
Large number of brands to choose from | Fewer brands to choose from. |
Consumers buy many types of goods to satisfy needs and wants. | Buy limited types of goods. |
Buying behavior affected by age, gender, occupation, income level, education etc. of consumers. | Affected by strategy and products of the organization. |
Simple procedure, no need to fulfill any formality, no need to maintain extensive contact with the seller. | Must maintain extensive contact, formal procedure to be followed. |
Short term process, conclude the relationship with the seller upon transaction is completed. | Long term process, build long lasting relationships with suppliers. |
Consumers buy goods from the retailers. | Buy goods straight away from manufacturers or distributors. |
Demand for goods arises when they recognize a need or want. | Demand arises depending on the demand in the consumer market. |
5 Whys Method
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