The Buygrid framework was introduced in 1967 by Robinson, Faris and Wind. It provided an improved framework for organizational buying compared to an earlier 4-phase framework (Problem Recognition > Buying Responsibility > The Search Process > The Choice Process) by Webster (1965).
According to Robinson et al., industrial buying (nowadays often called: B2B buying) passes through eight stages called: "buyphases". Their Buygrid incorporates a matrix form comprising Buyphases (with 8 purchase decision steps) and Buyclasses (3 purchase situations).
The Buygrid analytic framework for organizational buying situations (Robinson, Faris & Wind, 1967)
The 8 buyphases for organizational buying situations are:
- PROBLEM RECOGNITION: The buying process begins when someone in the company recognizes a problem or need that can be met by acquiring a good or service. The recognition can be triggered by internal or external stimuli.
- GENERAL NEED DESCRIPTIO (...) Read more? Sign up for free