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 Buyer Webster and Wind Model Sheth model of
Model Organizational Buying

Components 1. Input variables 1. Environmental 1. Psychological

2. Output Organizational 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 process.
not 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
family buyers 4. Identifies many key a collective
2. States that variables decision wherein
organizational the psychological
buyers can be build-up plays a
appealed on critical 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 Model
 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
Level of Buying make an industrial buying decision
decisions 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 organizational
behaviour combined with
consumer behaviour
2. Individual, social, organizational
and environmental factors
The general buying decision includes
the decision to initiate a project.
The technical buying decision involves
actual mechanics of transportation,
drawing up of contracts, final price and
payment negotiations etc.
1.General buying decision
2.Concrete buying decision
3.Decision concerned with appropriate
suppliers and products
4.Technical buying decision
The model takes into considerations the
assumptions which can act as a hindrance
in the real-world situation
It is worthy of note that the Nelson
model also captures the individuals,
social, organizational and environmental
factors as well as the task and non-task
factors that influence organizational
buying 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