Buying behaviour
A marketing firm must ascertain the nature of customers' buying behavior if it is to market its product properly. In order to entice and persuade a consumer to purchase a product, marketers try to determine the behavioral procedure of how a given product is purchased. Buying behavior is most commonly divided into two prime strands, whether selling to the consumer, called business-to-consumer (B2C), or to another business, called business-to-business (B2B).
B2C buying behaviour
This mode of behaviour concerns customers and their purchase of a given product. As an example, if one imagines a pair of sneakers, the desire for a pair of sneakers would be and then an information search on available types/brands. This may include perusing media outlets, but most generally is made up of information gathered from family and friends. If the information search is insufficient, the consumer may search for alternative means to satisfy the necessity/want. In this case, this may mean buying leather shoes, sandals, etc. The purchase decision is then made, in which the consumer actually buys the product.
Following this stage, a post-purchase evaluation is usually conducted, comprising an appraisal of the value/utility brought by the purchase of the sneakers. If the value/utility is high, then a repeat purchase can be made. This could then develop into consumer loyalty to the firm producing the sneakers.
B2B buying behaviour
Relates to organizational/industrial buying behavior. "B2B" stands for Business to Business. B2B marketing involves one business marketing a good or service to another business. B2C and B2B behavior are not precise terms, as similarities and differences exist, with some key differences listed below:
In a straight re-buy, the fourth, fifth and sixth stages are omitted. In a modified re-buy scenario, the fifth and sixth stages are precluded. In a new buy, all stages are conducted.