Aspect Consumer Buying Behavior Industrial Buying Behavior

Focus Individuals and households Businesses and organizations

Purpose Personal use or consumption Business use or resale

Purchase Volume Typically lower quantities Generally larger quantities

Decision-Making Unit Single individual or family unit Multi-departmental teams or committees

Decision-Making
Often influenced by emotions Primarily rational and logical
Process

Purchase Complexity Less complex decision process More complex decision process

Buying Criteria Emphasis on individual preferences Emphasis on cost, quality, and value

Purchase Frequency Frequent purchases of similar items Infrequent purchases of specialized items

Supplier Relationships May focus on brand loyalty Emphasis on supplier relationships

Information Sources Advertising, recommendations, peers Technical specifications, industry reports

Marketing Approach Emotion-driven, aspirational Fact-based, solution-oriented

Negotiations Generally less formal Often involve formal negotiations

Post-Purchase
Individual satisfaction and feedback Ongoing support and service
Interaction