Introduction
Business buyer behaviour refers to the buying 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 at a profit.
In the business buying process, business buyers determine which products and services their organizations need to purchase, and then find, evaluate, and choose among alternative suppliers and brands.
Companies that sell to other business organizations must do their best to understand business markets and business buyer behaviour.