How Businesses Buy

To cap our discussion of the business market, we now look at how purchasing decisions are made.  Business purchasing follows the same five-step buying process faced by consumers:

  1. Need Recognition
  2. Search
  3. Evaluate Options
  4. Purchase
  5. After-Purchase Evaluation.

While the steps are the same as consumer purchasing, the activities occurring within each step are quite different as we discuss below.

Types of Business Purchase Decisions
Business Purchase Decision: Steps 1 and 2