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Marketing,that works in India by Y Moorthi

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21

Basics

21.1  HOW A B2B PURCHASE DIFFERS FROM B2C PURCHASE

Consider X, training manager in BHEL. He could buy a TV under two situations: (a) for himself or b) for the organization. In the latter case, he might buy it for its use in the company’s management trainee hostel. It is easy to see that though the person is the same, the purchases are different. When he buys it for himself, he need not explain the purchase to anybody except his household. But when he buys it for the organization, he is bound by the procedures of the organization and the law of the land. This is because he is buying the TV for the organization and not for himself. Apart from that reason, since there is money involved, the question of financial propriety arises. Therefore ...

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