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Indian B2B Clients – An Insight on Procurement… Although a common man might see consumer market much larger than business-to-business market place. In fact, B2B is much more larger than B2C markets. Whether we talk about commercial markets, trade industries, government organizations or institutions, all are involved in B2B transactions, either directly or indirectly. Some firms focus entirely on business markets, while some sell both to consumer and business markets. Infosys, Satyam, TATA, IBM, WIPRO, Logitech, Epson, HP, Canon, LG, Samsung for example. Business-to-business markets deal with business purchases of good & services to support or facilitate production of other goods & services, either to facilitate daily company operations or for resale. According to Reeder et al (1991), all marketing strategies must begin with a thorough understanding of Organization Buying Behavior as this entails a different knowledge about the buying situation, process and criteria to apply when making purchasing decisions. Also, the understanding of Organizational Buying Behavior is fundamental for the supplier of an industrial firm in order to perceive how to satisfy customer demand in an optimal way. (Baptista, Forsberg, 1997). Further, Haas (1995) stated that organizational buying is not simply the action someone takes. It is actually the outcome of interactions between purchasing professionals. And those who are involved in the process may in one way or another influence what is being purchased and supplied. The evolution of technology has changed the traditional way of business purchases. New tools have opened a new era and new opportunities in every part of market. The arrival of the Internet as a multifaceted tool continues to change the performance of the organizations (Smith, Berry & Pulford, 1998) Rational Nature of Business Market Like consumers, business purchase / procurement is done to fill needs. However, its primary need ie meeting the demands of its own customer- is similar for all organizations. Organizational buying differences largely from consumer buying. One of the salient features of organizational buying is that it is basically a rational buying process. ie it is based purely on the Utilitarian concept. There is nothing called hedonic buying. By, principle, organizational buyers do not bring emotions in their buying process and as such emotional benefits do not make any impact on their buying process. Moreover, there are some other distinctions, which can be stated as: Geographical concentration Fewer, but larger buyers Vertical or horizontal markets Derived demand: derived from consumer demand Price Inelasticity: Unaffected by price changes in.