The similarities would be that both are concerned with
quality, price, warranties, and the performance of the
product.
Differences would be more dependent on the
individuals and organizations. For instance, organization buyers might need quantities
in timeframes that present delivery problems for their preferred vendor, so they are
forced to buy from another. They are also concerned with both public and management
perceptions. This would be evidenced in police departments always buying domestic
vehicles or the old saying "no one ever got fired for buying
IBM".
On the other hand, individuals may well buy with an
eye to cache and status that organziations would be unable to justify in the boardroom.
Overall, and this is a broad generalization, the individual often purchases from an
emotional place and the organization buys from a more rational
one.
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