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Organisational buying behaviour and consumer buying behaviour are two distinct concepts that are often used in marketing research. While both types of buying behaviour involve the purchase of goods and services, there are several key differences between them.

Firstly, the buying process in organisational buying behaviour is more complex and involves more people than in consumer buying behaviour. In organisational buying, the decision-making process is usually made by a group of people who have different roles and responsibilities within the organisation. This group is often referred to as the buying centre and includes individuals such as the purchasing manager, the user of the product or service, and the decision-maker.

Secondly, the buying criteria in organisational buying behaviour are different from those in consumer buying behaviour. In consumer buying, the criteria are often based on personal preferences, emotions, and perceptions. However, in organisational buying, the criteria are based on factors such as quality, price, delivery time, and after-sales service. These factors are often more objective and rational than those in consumer buying.

Thirdly, the relationship between the buyer and the seller is different in organisational buying behaviour compared to consumer buying behaviour. In organisational buying, the relationship is often long-term and based on mutual trust and respect. The seller is seen as a partner who can provide solutions to the buyer’s problems. In contrast, in consumer buying, the relationship is often short-term and transactional.

Finally, the marketing strategies used in organisational buying behaviour are different from those used in consumer buying behaviour. In organisational buying, the marketing strategies are often focused on building relationships with the buying centre, providing solutions to their problems, and offering after-sales service. In contrast, in consumer buying, the marketing strategies are often focused on creating emotional connections with the consumer, building brand loyalty, and creating a positive image of the brand.

In conclusion, the key differences between organisational and consumer buying behaviour lie in the complexity of the buying process, the criteria used in the decision-making process, the relationship between the buyer and the seller, and the marketing strategies used. Understanding these differences is crucial for marketers who want to develop effective marketing strategies that target both organisational and consumer markets.

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