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Chapter 6: Business Market and Business Buyer Behaviour


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By the end of this topic, you should be able to:

  • Explain the differences between Business-to-Consumer (B2C) and Business- to-Business (B2B).
  • Explain why the consumer’s behaviour are affecting businesses.

Business buyer behaviour of 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. It also includes the behaviour of retailing and wholesaling firms that acquire goods for the purpose of reselling or renting them to others. The business buying process: Is the decision process by which business buyers determine which products and services their organization needed to purchase and then find, evaluate, and choose among alternative suppliers and brands.