To provide a conceptual framework for this discussion, we employ the classic BuyGrid model (Fig. 1). Although we have proposed a new BuyGrid framework. Video created by IE Business School for the course “Marketing Strategy Capstone Project”. Learn online and earn valuable credentials from top universities like. The purpose of this study was to perform a statistical evaluation of the BUYGRID Analytic Framework (BAF) to determine whether it is a general model of.

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Assessing the buyer’s needs and determining gaps between the current and desired situation is important.

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What are the information sources? As buyphases are completed, the process of ‘ creeping commitment ‘ occurs and reduces the likelihood of new suppliers gaining access to the buying situation.

The number of steps varies with the buy-class, the type of buying decision. Buyer loyalty and customer satisfaction are primarily determined by the sales activities during this last phase.

What are the framwwork performance indicators? The greater the cost or perceived risks related to the purchase, the greater the need for information and the larger the number of participants in the buying centre.

Modified Rebuy The buyer wants to replace a product the organisation uses. The model can provide the basis for a formal selection process e. Business-to-business marketers recognize that at each step in the buying process, buygird buyers have different needs, and different groups within the organization may be involved. Buy phase buygridd the logical eight steps businesses or consumers involved in extensive problem solving buhgrid through.

The major implication of Robinson, Faris and Wind’s research is that industrial buying behaviour depends more on the buygridd situation than on the type of product. In such circumstances, the buying centre proved to require fewer participants and allow for a quicker decision process than in a new task buyclass.

Marketers who can become involved early in the decision-making process have frammework greater chance of being considered in the final selection process. Buyers need assistance in forming realistic perceptions of both the current and the desired situation. The most complex buying situations occur in the upper left quadrant of the buygrid matrix where the largest number of decision makers and buying influences are involved.


The first-time buyer seeks a wide variety of information to explore alternative purchasing solutions to his organisational problem.

The model explains the likely interaction between buyer and seller activities given the purchase needs of an organisation. Suppliers need to fill out this matrix for their firm’s specific situation. Most business-buying situations do not frwmework all of the steps in the buy-grip model. The relationship needs to be developed during phases 3 to 7. When there are multiple deliveries, the supplier and buyer must agree on an order routine.

During the performance feedback and evaluation phase, the relationship between the seller and frameworj can develop into a longer term engagement. The buygrid framework proved its worth to the frameowrk community as one of buytrid few industrial marketing models. The model is based on the observation that buyer’s expectations and behaviour change according to whether the purchase is new, a modified rebuy or a straight rebuy.

The model neglects the importance of acquisition in sales processes. A new task that occurs in the problem recognition phase 1 is generally the most difficult for management.

The buy-grid model is a business model depicting rational organizational decision making.

In straight rebuy situations, only the need recognition the company almost out of the product and reordering steps are used. The buyer routinely reorders a product with no modifications.

New suppliers are considered only when these conditions change. The frsmework can be a one-time transaction of a repetitive nature. The buyer retains the supplier as long as the level of satisfaction with the delivery, quality and price is maintained.

It applies to all buygrix situations. For marketers desiring to be considered during modified rebuy situations, comparison advertising and demonstrations are used to influence business buyers.

ProvenModels – buygrid framework – Patrick Robinson, Yoram Wind, C. W. Faris

Need gaps create the motive behind any purchase. Organizational buying contexts and the procurement process: The buying process can vary from highly formalised to an approximation depending on the nature of the buying organisation, the size of the deal and the buying situation.


For business marketers it is critical for their products or services to be listed as approved buugrid for straight rebuys.

A shortcoming of the organizational buying approach is the negligence the supplier’s side and the influence this party wields on the customer’s organisational decision process. Inthe Canadian, American and Israeli marketing researchers, Robinson, Faris and Wind, introduced the buygrid framework as a generic conceptual model for buying processes of organisations.

New Tasks The first-time buyer seeks a wide variety of information to explore alternative purchasing solutions to his organisational problem. Is this combination of situation and phase relevant? They saw industrial buying not as single events, frajework as organisational decision-making processes where multiple individuals decide on a purchase.

The relationship between the buyer and seller is initiated in phases 1 and 2. The buyer wants to replace a product the organisation uses. The challenge for the new supplier is to offer better conditions or draw the buyer’s attention to greater frameework than in the current offering. It helps sales personnel deliver the correct message at the right time. The buying side of the model can be used for both consumer and business related buying processes.

Straight Rebuy The buyer routinely reorders a product with no modifications. The organisational buying model focuses mainly on products and not on services. There are three buy-class categories: The decision making may involve plans to modify the product specifications, prices, terms or suppliers as when managers of the company believe that such a change will enhance quality or reduce cost.

A sales person must be aware that a buyer not only has functional needs, but psychological, social, knowledge and situational needs as well. The model includes two components: For each cell in byugrid matrix buy situation and buy phasethe following questions must be answered: