Elements of B2C vs B2B behaviour – Consumer versus organisational buyer behaviour:
Characteristics for de difference in behaviour as well as purchase and decision
Principle:
Presents the key patterns of buyer behaviour for consumer (B2C) versus business-to-business (B2B) markets
Issues:
Identifying and understanding the customer value chain is vital in order to develop an effective branding strategy.
Webster & Keller (2004) key differences in B2B markets lie in terms of the nature of the buyer rather than the products themselves
Keller K.L. (2003) Strategic Brand Management, Chapter 1, pages 1-57, Pearson Education: The complexity of business-to-business branding lies in the many people involved, both on the company side and in terms of the many different market segments the company could be targeting. Such complexity requires adjustments in marketing programs and marketing communications. One challenge for many business-to-business brands is how to de-commoditize themselves to create product and service differences.
Applications:
To prepare the communication and marketing strategy towards different buyer groups
Source of B2C vs B2B behaviour – Consumer versus organisational buyer behaviour:
Henley Business School