Selling Today: Partnering to Create Value, 14/e

Consumer Versus Business Buyers

1. 8.2 Explain the difference between consumer and business buyers

Consumer buyer behavior refers to the buying behavior of individuals and households who buy goods and services for personal consumption. Each year, consumers purchase many trillions of dollars’ worth of goods and services. Business buyer behavior refers to the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others.7 In many business-buying situations, several people work together to reach a decision. The buying center is a cross-functional team of decision makers who often represent several departments. Each team member is likely to have some expertise needed ...