Business-to-business (B2B) buying behavior is the decision-making process of organizations that purchase goods and services for the purpose of using them to produce other goods and services (raw materials, equipment) or for the purpose of reselling or leasing them to others for profit. This behavior differs significantly from consumer (B2C) buying behavior.
The main characteristics of B2B buying include higher purchase volumes, fewer but larger customers, a more complex and formalized decision-making process, and the presence of a buying center—a group of people involved in the decision. Marketers need to understand the logical and functional nature of these purchases, which are driven by economic efficiency and organizational need, rather than personal emotion.
