Business-to-business purchasing decisions are generally complex and challenging. These buyers make a wise decision which is inclined to their business directly. In the market, there has been a line drawn to differentiate the consumers from business purchasers. Normal consumers generally focus on brands, are attracted to advertising, and take friends, colleagues, or family advice while purchasing. On the other end, the business buyers are more inclined to do deep research, follow a buying process, and look at the specifications. Business buyers focus on functionality rather than cost. B2B purchasing decision is different from B2C purchasing decision. Individual consumers are not the only consumers in the market, and there are others too. In some cases, companies and organizations need goods or services to operate their businesses and produce their products. They may purchase raw materials, finished goods, equipment, labor, etc. Some businesses in the market deal with business customers and do not attract consumer buyers. B2B decision making differs from B2C decision making in many aspects. As working in the B2B market, a business should understand such buying patterns.
Following are the types of business customers; Producers – Producers are those organizations and companies that purchase goods and services and convert them into other products. They can be manufacturers and service providers. For example, doctors, restaurants, local shops, salons, etc. All such businesses buy something to operate their businesses. Resellers – Resellers are those companies and firms that buy goods and services to sell them to their buyers directly. They do not change the goods which they buy and sell those in the market as it is. Governments – Governments are the all-time biggest purchaser in the world. They purchase everything from office stationery to military tanks. They purchase almost everything from different businesses, whereas selling to the governments is not easy for many businesses; there are regulations for that purpose. Institutions – Institutions include non-profit organizations, charitable trusts, etc. Like any other business customers, they also buy products and services in large quantities. However, they hold the cost down because the lower they will hold the cost; the more products people would buy from them.
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