What type of organization is typically involved in the institutional market?

The institutional market primarily consists of organizations that do not operate for the primary purpose of making a profit, but rather to serve a specific social or community-oriented mission. Non-profit organizations play a significant role in this market as they seek to address social issues, provide community services, and fulfill charitable missions.

These organizations may include schools, hospitals, charities, foundations, and government entities which often require goods and services to support their operations. Their purchasing decisions are driven more by their mission and the benefits of the products or services they buy for the community, rather than by profit margins.

In contrast, for-profit corporations, small businesses, and franchises primarily focus on generating profit and may not align with the values or objectives typically observed in the institutional market.