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  • Difference Between Industrial Consumer Marketing

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    Shardul Bendkhale
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    The document compares characteristics of industrial and consumer markets. Industrial markets have fewer geographically concentrated buyers who purchase complex, customized products through direct channels. Buyer behavior is rational and based on technical performance, with stable relationships between buyers and sellers. Consumer markets have mass buyers who purchase standardized products through indirect channels. Buyer behavior considers social and physiological needs, with non-personal seller relationships.

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    The document compares characteristics of industrial and consumer markets. Industrial markets have fewer geographically concentrated buyers who purchase complex, customized products through direct channels. Buyer behavior is rational and based on technical performance, with stable relationships between buyers and sellers. Consumer markets have mass buyers who purchase standardized products through indirect channels. Buyer behavior considers social and physiological needs, with non-personal seller relationships.

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    3 views1 page

    Difference Between Industrial Consumer Marketing

    Uploaded by

    Shardul Bendkhale
    The document compares characteristics of industrial and consumer markets. Industrial markets have fewer geographically concentrated buyers who purchase complex, customized products through direct channels. Buyer behavior is rational and based on technical performance, with stable relationships between buyers and sellers. Consumer markets have mass buyers who purchase standardized products through indirect channels. Buyer behavior considers social and physiological needs, with non-personal seller relationships.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
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    Difference between Industrial Consumer Marketing

    S .N. Areas Industrial Market Consumer Market


    1 Market Characteristics  Geographically concentrated  Geographically
     Relatively fewer buyer buyers disbursed
     Mass market
    2 Product Characteristics  Technical complexity  Standardized
     Customised
    3 Service Characteristics  Service, timely delivered &  Service, timely
    availability very important delivered & availability
    somewhat important
    4 Buyer Behaviour  Involvement of various functional  Involvement of family
    areas in both buyer & supplier members
    firms  Purchase decisions
     Purchase decisions are mainly are mostly made on
    made on rational/performance physiological/social/
    basis physiological needs
     Technical expertise  Less technical
     Stable interpersonal relationship expertise
    between buyers & sellers  Non-personal
    relationship
    5 Channel  More direct  Indirect
    Characteristics  Fewer intermediaries/middlemen  Multiple layers of
    intermediaries
    6 Promotional  Emphasis on personal selling  Emphasis on
    Characteristics Advertising
    7 Price Characteristics  Competitive bidding & negotiated  List prices or
    prices maximum retail price
     List prices for standard products (MRP)

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