The Difference Between Consumer Buyer Behaviour and Organisational Buyer Behaviour
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 competitors. Marketers will also need to know whether their controllable variables, e.g. marketing mix variables, will affect buying behaviour.
Culture is the broadest environmental factor witch influences buyer behaviour, consumption choices cannot be understood without considering the culture. It is the prisms with witch customers perceive the product. The culture of consumers determines the priorities he attaches to different products. The link between consumer behaviour and culture is a two-way street. In one direction the products that are produced to fit a consumer’s culture are better accepted, in the other direction products and innovation that are created in a specific culture on a given time show us a clear domination in the cultures ideals. (Michael Solomon, Culture, 2006)
Social class refers to the grouping together of individuals or families who have certain common social or economic characteristics. Societies can be divided in haves and have-nots. Social Class is determined by income, family background and occupation. The social class is not only determining how much money is spent by the individual but also how it is spent. (Michael Solomon, Consumer Behaviour A European Perspective, 2006)
Consumer 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 competitors. Marketers will also need to know whether their controllable variables, e.g. marketing mix variables, will affect buying behaviour.
Culture is the broadest environmental factor witch influences buyer behaviour, consumption choices cannot be understood without considering the culture. It is the prisms with witch customers perceive the product. The culture of consumers determines the priorities he attaches to different products. The link between consumer behaviour and culture is a two-way street. In one direction the products that are produced to fit a consumer’s culture are better accepted, in the other direction products and innovation that are created in a specific culture on a given time show us a clear domination in the cultures ideals. (Michael Solomon, Culture, 2006)
Social class refers to the grouping together of individuals or families who have certain common social or economic characteristics. Societies can be divided in haves and have-nots. Social Class is determined by income, family background and occupation. The social class is not only determining how much money is spent by the individual but also how it is spent. (Michael Solomon, Consumer Behaviour A European Perspective, 2006)
Consumer buyer behaviour