These goods are not aimed directly at consumers and include selling finished goods: e.g. office furniture, computer systems; selling raw materials or components: e.g. steel, coal, wood; selling services to businesses: e.g. security, financial consulting, and legal services
In both types of markets there is a distinction between consumers and buyers. Whereas buyers actually make the purchase, it is consumers who use the product. For e.g. if a father buys a Kia Carnival for his daughter, he is the buyer while the actual consumer is the daughter who will drive it. In B2C marketing, marketers have to consider the needs of the consumer and for what purpose will the product be used. If a man buys a Toyota Land Cruiser for his son then it will be classified as a b2c sale. However if a man buys a pickup truck for his factory use it will be a b2b sale. Industrial organisations' buying differs from that of consumers because they have additional needs, for example, the making of profits and legal obligations to their customers.
Generally consumer buying is a brief process where they can be affected by situational factors like point of purchase advertising, consumer moods, promotional offers etc. ...Show more