... are living in a knowledge economy where the businesses are getting more and more competitive. Such a high level of competitiveness demands a highly buyer-oriented marketing. It is therefore, marketing, in modern world, is considered as the lifeblood to all the organizations, regardless of the fact that who are their buyers, consumers or businesses. Despite such a significant position of marketing across the board, the characteristics, features and nature of strategies employed differ widely for individual customers as well as the corporate customers, as their buying determinants also vary.
The buying pattern can be divided into two parts, based on the customers:
B2C refers to the purchases by t...