Further, he claims that business buyers aren't as likely to respond to marketing hype as consumers. In fact, the hype might make business buyers reject the entire marketing message. and, unlike B2C buyers, B2B buyers will take the time to read and digest long and detailed information packages. Varjan notes that B2C buyers buy for personal benefit and that B2B buyers buy for both personal and company benefit. In B2B environments, there are several decision makers who come to agreement on a decision vs. The typically individual decision of a consumer. Finally, according...

The consumer who often has less skill for making purchase decisions.
Bibliography

Murphy, Debra. "Marketing for B2B vs. B2C - Similar but Different. http://www.vista-consulting.com/marketing-articles/b2b-b2c-marketing.htm

Varjan, Tom. "What's the Difference Between B2B (Business to Business) and B2C (Business to Consumer) Business Development?. http://www.varjan.com/faq-b2b-vs.-b2c-business-development.shtml