B2C - Term Overview

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B2C is a concept linked to marketing that derives from the English term Business to Consumer, which is the name given to companies that orient their services and products to the end customer, unlike B2B or Business to Business, where supplier companies work with other companies and not with the final consumer.

What is Business to Consumer?

The definition of B2C is associated with a direct trade business model. While this format of direct sales from the producer to the customer existed previously, the emergence of the Internet has made it possible to further facilitate the sale by the producer himself, without the presence of intermediaries between him and the customer. This model, therefore, has managed to grow in recent times to the detriment of B2B.

The actions are directed at all times to the final buyer, so the emotional factor must prevail and not the rational, as is the case with B2B. Sales in the B2C market are generally more impulsive and of lower value. The customer doesn't pay so much importance to the objective characteristics of the article, but to what it brings to his life or what it makes him feel.

Advantages and disadvantages of B2C

The main advantage that B2C presents for the consumer is that it will allow them to get cheaper prices. However, many articles, due to their characteristics, present a complicated adaptability to this system, and in the same way many users are reaction to its use. As for the drawbacks of B2C, the main one is the lack of personalization of electronic sales and the complications of physically touching and seeing the product to be purchased.

Among the examples of B2C we can highlight some cases such as Dell or Samsung, which have online stores where customers can buy their products. They manufacture the products themselves and are responsible for selling the item to the end consumer through online or e-commerce.

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