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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Is this combination of situation and phase relevant? The decision making may involve plans to modify the product frameork, prices, terms or suppliers as when managers of the company believe that such a change will enhance quality or reduce cost. The model explains the likely interaction between buyer and seller activities given the purchase needs of an organisation. Business marketers use the buy-grid model to portray the steps businesses go through in making purchase decisions.
Modified Rebuy The buyer wants to replace a product the organisation uses. A sales person must be aware that a buyer frameworl only has functional needs, but psychological, social, knowledge and situational needs as well.
In such circumstances, the buying centre proved to require fewer participants and allow buygri a quicker decision process than in a new task buyclass.
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. It applies to all purchase situations. A new task that occurs in the problem recognition phase 1 is generally the most difficult for management. The buying side of the model can be used for both consumer and business related buying processes.
The organisational buying model focuses mainly on products and not on services. Buygric 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. What are the information sources? Straight Rebuy The buyer routinely reorders a product with no modifications.
BuyGrid Framework (MBA) –
What are the used performance indicators? The major implication of Robinson, Faris and Wind’s research is that industrial buying behaviour depends more on the buying situation than on the type of product. New suppliers are considered only when these conditions change.
The buygrid framework proved its worth to the scientific community as one of the few industrial marketing models. There are three buy-class categories: As buyphases are completed, the process of ‘ creeping commitment ‘ framewofk and reduces the likelihood of new suppliers gaining access to the buying situation.
Suppliers need to fill out this matrix for their firm’s specific situation. The relationship between the buyer and seller is initiated in phases 1 and 2.
In straight rebuy situations, only the need recognition the company almost out of the product and reordering steps are used. New Tasks The first-time buyer seeks a wide variety of information to explore alternative purchasing solutions to his organisational problem. For each cell in the matrix buy situation and buy phasethe following questions must be answered: For marketers desiring to be frramework during modified rebuy situations, comparison advertising and demonstrations are used to influence business buyers.
The model neglects the importance of acquisition in sales processes. Organizational buying contexts and the procurement process: Which organisation members influence this purchase decision? When there are multiple deliveries, the supplier and buyer must agree on an framewkrk routine. 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 guygrid process.
Marketing Management Guide: Buy-grid model
The buyer wants to replace a product the organisation uses. The relationship needs to be developed during phases 3 to 7. They saw industrial buying not as single events, but as organisational decision-making processes where multiple individuals decide on a purchase.
These components should be addressed in meetings in order to obtain commitment. Need gaps create the motive behind any purchase. Buy phase represents the logical eight steps businesses or consumers involved in extensive problem solving go through.
For business marketers it is critical for their products or services to be listed as approved vendors for straight rebuys. Most business-buying situations do not involve all of the steps in the buy-grip model. The buyer retains the supplier as long as the level of satisfaction with the delivery, quality and price is maintained. The number of steps varies with the buy-class, the type of buying decision.
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. It helps sales personnel deliver the correct message at the right time. Marketers who can become involved early in the decision-making process have a greater chance of being considered in the final selection process.