The different buying motives and processes of consumers and organizational buyers make it important to develop the right sales, marketing and communication strategy to reach customers and prospects in each category.In light of the above statement;compare and contrast how the consumer buying process and the organizational buying processes differ.Describe the roles and functions that comprise decision making units the organizational buying processes in contrast to the consumer buying processesOnline text

The consumer buying process and the organizational buying process differ in several ways:

1. Need Recognition: In the consumer buying process, this is often triggered by personal needs or wants. For organizational buying, it's usually triggered by business needs, which are often more complex and multifaceted.

2. Information Search: Consumers typically search for information online or through personal sources. Organizations, on the other hand, often have a more formalized process that may involve requests for proposals (RFPs) from potential suppliers.

3. Evaluation of Alternatives: Consumers often evaluate alternatives based on personal preferences, price, quality, and other factors. Organizations evaluate alternatives based on a variety of criteria, including price, supplier reputation, delivery schedule, and post-sale service.

4. Purchase Decision: Consumers make the final decision themselves. In organizations, the decision is usually made by a group of people, known as the decision-making unit (DMU). The DMU can include people from different departments and levels of the organization.

5. Post-Purchase Behavior: Consumers may experience post-purchase dissonance if the product does not meet their expectations. Organizations, on the other hand, often have a more formalized process for evaluating supplier performance and may seek to establish long-term relationships with suppliers.

The roles and functions that comprise the decision-making units in the organizational buying process can include:

1. Users: Those who will use the product or service.
2. Influencers: People who influence the buying decision, such as technical experts.
3. Deciders: Those who make the final decision.
4. Buyers: Those who handle the purchasing process.
5. Gatekeepers: Those who control the flow of information to the DMU.

In contrast, the consumer buying process is usually carried out by an individual or a household, and does not involve a formal DMU. However, different members of a household may play different roles in the buying process, similar to the roles in a DMU. For example, one person may be the primary user of a product, while another person may influence the buying decision.