The organizational buying process has more steps than the consumer buying process,which can be attributed to:

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The organizational buying process typically involves a number of decision makers who need to be consulted and involved in the process, leading to a relatively complex process with more steps than the consumer buying process. In contrast, consumer buying decisions are often influenced by interpersonal and environmental factors, and may be based on less objective criteria than those applied in organizational buying. The duration of customer relationships and the degree of standardization of products sold may also differ between business and consumer markets, but these factors are less likely to be the main reason for the greater complexity of the organizational buying process.

The Organizational Buying Process Has More Steps Than the Consumer