Customers' buy-GRID model and its implications for promotional mix case of Minh Phuc manufacturing and trading joint stock company

Abstract

This thesis deals with the buying process of customers in Minh Phuc manufacturing and trading joint stock company. I classified customers into three distinct buying situations – new task, modified rebuy, straight rebuy and started to analyze the buying process and buying center of each specific buying situation. This path of analysis was suggested by the buy-grid model of Robinson, Faris and Wind.