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