BUYING BEHAVIOR OF INDIVIDUAL CUSTOMER

VS. ORGANIZATIONAL CUSTOMER

Bases Consumer Buying Behavior     Organizational Buying Behavior
Purpose of The individual consumers buy goods and The organizations buy goods and services for
Buying services for ultimate use or satisfy their needs. their business needs.

Quantity The quantity of goods remains small. Organizational buying is done in large quantities.

It is a rational process because the purchasing

Purchase Consumer buying takes decision by consumers
behavior of organizations is guided by objective
Decision themselves.
factors having to do with production and distribution

Organizational buyers usually have fewer brands to

Most of the consumers may not have adequate
Market choose from than do individuals, and their purchases
knowledge and information about market
Knowledge must be evaluated on the basis of criteria that are
situation, available goods and services, etc.
specific to the overall needs of the organization
Types of Consumers buy many goods to use to satisfy Organizational buyers buy limited goods to use to
Goods personal or family needs. conduct business.
Consumer buying behavior is effected by age,
Effect occupation, income level, education, gender Many individuals are involved in the buying process
etc. of consumers.

The consumer buying process is very simple. No

Buying Buyers and sellers in the organizational market must
need to fulfill any formality. There is also no
Process maintain extensive contact.
need to maintain extensive contact with sellers.