Buying Behavior of Consumers and Business Buyers

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The buying behaviour of the consumers and business buyers are having some major differences. For successful management this behavior needs to be understand thoroughly. Consumers view your business through the products you sell to them and business buyers view your organization through the services you provide them.

Business buyers do planning before purchasing most services while consumers buy products on impulse. Business meetings are planned in well advance and the consumers meet and visit the showrooms at different times. So it is necessary to reframe the time structure to accommodate both business buyers and consumers in the business.

In the case of consumer buying behavior the decision to buy a product is the responsibility of a sole customer while in business buying process the approval and buying takes a lengthy procedure. The buying decisions made by consumers will be quick whereas the buying or availing services by business will take considerable time. Most business organizations will be having purchase department to carry out the purchasing process.

Most business buyers prefer products and services that provide support in the form of guarantee or technical support. Consumers buy products even without the support and the restrictions to buy products will be minimum. For business buyers, the agreement to offer support will be given in writing while consumers are satisfied with a guarantee.

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