The Robinson, Faris and Wind Model

The BuyGrid framework, as it is popularly known, was introduced by Robinson, Faris and Wind in 1967. The
BuyGrid framework comprises a matrix of buyphases and buyclasses. Certain buyphases exert
disproportionately forces over certain buyclasses and are hence very important for those buyclasses. The
buyphases are:

1. Recognition of the need of the organisation

2. Determining the properties and quantity of the product required
3. Description of the properties and quantity of the product required
4. Examine and certify the potential sources
5. Acquire and analyze the available proposals
6. Evaluate proposals of the suppliers and select the most appropriate ones from them
7. Select an order routine
8. Take feedback into consideration and change accordingly

The buyclasses according to the model are as follows:

 New Tasks: These are the first-time buyers who evaluate all alternatives. Buying phases 1,2 and 3 are
the most critical for this buyclass.
 Modified Rebuy: These are buyers who want to replace the product that they use with a better one.
Buyphases 3 and 4 are the most critical for this buyclass.
 Straight Rebuy: The buyer in this case orders the same product that he/she has been using and does
not want any modifications. Buyphases 3,4 and 5 are the most critical.

Comparison with the Webster and Wind Model

Webster and Wind Model
 Concentrates on four sets of variables:
Organisation, Environment, Buying Centre
and Individual
 It is a very comprehensive model and is thus
generally applicable in all circumstances
 The model is weak while explaining the
specific influence of the key variables
 Considers individual choice as a parameter
that affects the buying behaviour
Robinson, Faris and Wind Model
 Concentrates on two sets of variables:
BuyClasses and BuyPhases
 Is not as comprehensive as the Webster and
Wind model and hence applicability is low
 This model explains the influence of all
variables, that it mentions, precisely
 Considers the entire buying process as an
accumulation of individual decisions