What i think is from two perspectives :
1) B2B vs B2C : The organizations when buy its B2B buying, there are various parameters that go into that kind of buying. Organizations dont buy one or two units, they buy in bulk. Also there is no impulse buying.
e.g. if a big organizations needs to buy a soap for use across it org, it might not look at parameters like brand, effects on skin, color of soap. They will see it from bulk perspective. They will shortlist few good brands or local suppliers too, then consider pricing and volume discounts as major influences for the deal whereas a commom customer like me may give more importance to brand name, color of the soap, ad on TV, percieved effect on my skin, the smell of the soap etc.
2) Second perspective may be simple that organizations sell products and consumers buy.
I agree to Tarun on this, also in addition to his points. A common customers perspective is too narrow and it very limited to his or his family's needs but organization has to think beyond that.
Also if a organization is like HUL or PnG or service comapny like Airtel, they need to market their products to a large audience and have to think about all kinds of customers. They have to think of a product or a service which will satisfy most of the customers if not all.
hi tarun, totally agree with u , can u provide me with more details .... correct me if iam wrong, i was thinking that the organization are more trying to market their products and services with differnet perspective and overlook the common consumer, that wat came in my mind when i read this question , i was kinda confused ...