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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The buygrld for the new supplier is to offer better conditions or draw the buyer’s attention to greater benefits than in the current offering. The buygrid framework proved its worth to the scientific community as one of the few industrial marketing models.

Is this combination of situation and phase relevant? For business marketers it is critical for their products or services to be listed as approved vendors for straight rebuys. Marketers who can become involved early in the decision-making process have a greater chance of being considered in the final selection process.


buygrid framework

Buy phase represents the logical eight steps businesses or consumers involved in extensive problem solving go through. The purchase can be a one-time transaction of a repetitive nature. Their framework consists of a matrix of buyclasses and buyphases. It helps sales personnel deliver the correct message at the right time. Suppliers need to fill out this matrix for their firm’s specific situation.

The buying process can vary from highly formalised to buyrid approximation depending on the nature of the buying organisation, the size of bugrid deal and the buying situation. Buyer loyalty and customer satisfaction are primarily determined by the sales activities during this last phase.



It applies to all purchase situations. The model includes two components: In such circumstances, the buying centre proved to require fewer participants and allow for a quicker decision process than in a new task buyclass. The model neglects the importance of acquisition in sales processes. 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.

BuyGrid Framework (MBA) –

The model can provide the basis for a formal selection process e. The model explains the likely interaction between buyer and seller activities given the purchase needs dramework an organisation.

Trameworkthe Canadian, American and Israeli marketing researchers, Robinson, Faris and Wind, introduced the buygrid framework as a generic conceptual model for buying processes of organisations. The organisational buying model focuses mainly on products and not on services. 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.

Straight Rebuy The buyer routinely reorders a product with no modifications. A new task that occurs in the problem recognition phase 1 is generally the most difficult for management.

For each cell in the matrix buy situation and buy phasethe following questions must be answered: Business-to-business marketers recognize that at each step in the buying process, business buyers have different needs, and different groups within the organization may be involved.

The buyer retains the supplier as long as the level of satisfaction with the delivery, quality and price is maintained.


The buygrd side of the model can be used for both consumer and business related buying processes. Modified Rebuy The buyer wants to replace a product the organisation uses.

What are the information sources? A sales person must be aware that a buyer not only has functional needs, but psychological, social, knowledge and situational needs as well.

The relationship needs to be developed during phases 3 to 7. Organizational buying contexts and the procurement process: Fgamework marketers desiring to be considered during modified rebuy situations, comparison advertising and demonstrations are used to influence business buyers.

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Most business-buying situations do not involve all of the steps in the buy-grip model. The buyer wants to replace a product the organisation uses. New suppliers are considered only when these conditions change. During the performance feedback and evaluation phase, the relationship between the seller and buyer can develop into a longer term engagement. The number of steps varies with the buy-class, the type of buying decision.

There are three buy-class categories: Buygris most complex buying situations occur in the frameworrk left quadrant of the buygrid matrix where the largest number of decision makers and buying influences are involved. Need gaps create the motive behind any purchase.