Purchasing Behaviour
Purchasing behavior is actions taken offline and online by consumers before purchasing service or product (Kumar et al., 2017). Business to business purchasing behavior differs from consumer behavior in the following ways. The consumer wants and business needs, consumers mostly buy what they want and does not necessarily mean that they need them, both services and products. For example, when buying electronics, consumers buying behavior decision is made based on emotional factors and characteristics like fashion, style. Whereas in business, the buying behavior decisions are usually based on purchase solution to a need or a product that is needed for daily operations that can solve a business problem (Brennan, 2020). Since the need exists, the product’s performance is more important than the image. Therefore, the products are task-oriented and not influenced by emotions.
Business to business purchasing involves a process that is conducted professionally. It includes consultations with different people in the formal organization. It is often done over some time before a decision is made to buy a particular product or service (Fortes, & Rita, 2016). Unlike consumer purchase, it involves one person making a decision and is a single-step transaction. Business buying also must ensure that when buying a product, it will have the market to sell their products to (Pappas, 2016). However, consumer purchasing is mostly for customers on use. Businesses would consider the impact the outcome would have on the market in general. At the same time, the consumer is concerned with their satisfaction, and the concern for other people is not considered. Customers measure their happiness in terms of how well their needs have been met. At the same time, businesses use models such as net promoter score, net customer score, and customer satisfaction score, among others.
References
Brennan, R., Canning, L., & McDowell, R. (2020). Business-to-business marketing. SAGE Publications Limited.
Fortes, N., & Rita, P. (2016). Privacy concerns and online purchasing behavior: Towards an integrated model. European Research on Management and Business Economics, 22(3), 167-176.
Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behavior for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services, 34, 1-9.
Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying behavior. Journal of Retailing and Consumer Services, 29, 92-103.