An Analysis of B2C and B2B Dynamics in the U.S. Consumer Goods Market

Abstract

The U.S. consumer goods market is characterized by the coexistence of business-to-consumer (B2C) and business-tobusiness
(B2B) exchange systems that differ substantially in structure, behavior, and strategic orientation. Despite their
interdependence, these market types are often examined separately, resulting in limited understanding of their comparative
dynamics within a single industry context. This study presents a comprehensive analysis of B2C and B2B dynamics in the
U.S. consumer goods market by examining buying behavior, value creation mechanisms, distribution channel structures,
relationship management practices, and the role of digital transformation. The analysis demonstrates that B2C markets
are primarily driven by consumer perceptions of value, brand equity, service quality, and emotional engagement, whereas
B2B markets emphasize organizational buying processes, efficiency, risk mitigation, and long-term relational exchanges.
Differences in channel governance and supply chain coordination further distinguish the two market structures, influencing
performance outcomes and competitive positioning. The study also highlights the increasing importance of e-commerce
and integrated supply chain systems in reshaping both B2C and B2B interactions. The findings suggest that firms operating
across both market domains must adopt integrated strategic approaches that align marketing, channel management, and
relationship development to sustain competitive advantage. By clarifying the structural and strategic distinctions between
consumer and organizational markets, this research contributes to marketing theory and provides actionable insights for
managers navigating hybrid market environments within the U.S. consumer goods sector.