Different Business/Organization Buying Behavior Model(s) and their

Comparison with Webster and Wind Model.

Submitted by: Group 8
Aishwarya Solanki | Bidisha Pao | Bhavna Chapule | Deeksha A | Deeksha
Singh | Kanika Bhagat

Parameter The Hobbesian Webster and Wind Sheth model of

Buyer Model Model Organizational
Buying

Components 1. Input variables 1. Environmental 1. Psychological

2. Output Organisational aspect of an
variables Individual variables individual involved
3. Hypothetical 2. Buying Centre in decision making
Constructs variables 2. Condition
4. Exogenous provoking decision
variables making
3. Process of join
Decision making

Buying Buyer moves from The model introduces the This model believes that
situation extensive to routinized human elements into the joint decision making
problem solving organized industrial buying of the buying center can
behaviour as he is faced and assumes the same buying be influenced by their
by incomplete process for all buying experience
information and limited situations
abilities.

Level of Three levels of Buying 5 phases of the buying 1. Initiation of the

Buying decision extensive, process need recognition, buying decision
decisions Limited and Routinized determining of specification, 2. Information
response behaviour detection of choice and gathering
choosing of suppliers. 3. Evaluation of
alternatives
4. Resolution of
conflict among the
parties if any, who
must jointly decide.

Weakness 1. Absence of 1. The model does not Situation factors can be

 sharp effectively explain the varied like economic
distinctions specific influence of conditions, labour
between key variables disputes, mergers and
exogenous acquisitions. The model
variables and does not explain their
other variables influence on the buying
2. Some of the not process.
well-defined
variables are
difficult to
measure
3. Model is
complex and
not easy to
comprehend

Strength 1. Throws light 1. Comprehensive 1. Illustrates that the

mainly on the 2. Applicable generally buying decision in
behaviour of 3. Analytical an organization is a
family buyers 4. Identifies many key collective decision
2. States that variables wherein the
organizational psychological build-
buyers can be up plays a critical
appealed on role
both personal 2. The six factors
and which expedite the
organizational decision-making
grounds process can be
divided into: three
appertaining to the
characteristics of
the product and
three to the
characteristics of
buyer’s
organization

Robinson, Faris and Wind Model

Factors The Nelson Box Mod
 Buy classes determining situation in
Components which buying occurs:
1. New Task
2. Modified Rebuy
3. Straight Rebuy
Buying situation The major implication of this model is
that the situation (Buyclasses) play a
huge role in the buying decision
Buyphases determining the steps to make
Level of Buying decisions an industrial buying decision
1. Problem Recognition
2. Characteristic Determination
3. Characteristic Description
4. Search for Sources
5. Acquisition of Proposal
6. Evaluation
7. Selection
8. Performance Feedback
Weakness 1. Product focused, negligent about
services
2. Lack of importance given to sales
acquisitions
3. Ignoring the influence of the
supplier on buying decisions
Strengths 1. Focused on buying situation
2. Relates to all purchase situations
3. Observes that buyer behaviour
changes according to whether a
purchase is a new task, modified
rebuy, or straight rebuy
4. A strong basis for a formal
selection process
1. Elements of organization
behaviour combined wit
consumer behaviour
2. Individual, social, organi
and environmental facto
The general buying decision inc
the decision to initiate a projec
The technical buying decision i
actual mechanics of transporta
drawing up of contracts, final p
payment negotiations etc.
1.General buying decision
2.Concrete buying decision
3.Decision concerned with appro
suppliers and products
4.Technical buying decision
The model takes into considerati
assumptions which can act as an
hindrance in the real world situa
It is worthy of note that the Nels
also captures the individuals, soc
organizational and environment
as well as the task and non-task
that influence organizational buy
behaviour
References

1) JORIND 11(1), June, 2013. ISSN 1596-8308. www.transcampus.org/journals;

www.ajol.info/journals/jorind/A REVIEW OF ORGANIZATIONAL BUYER BEHAVIOUR
MODELS AND THEORIES