Scribd
Upload
2K views1 page

The Webster and Wind Model

The Webster and Wind Model outlines four sets of variables that affect the organizational buying process: 1) environmental factors outside the firm, 2) internal organizational objectives and structure, 3) the buying centre group within the firm, and 4) individual influences on group decisions. The Sheth Model identifies three components of organizational buying: 1) individual buyer expectations and information sources, 2) whether buying decisions are made autonomously or jointly, and 3) methods for resolving conflicts in joint decision making such as problem solving, persuasion, or bargaining. Both models seek to understand the key factors that influence complex organizational purchasing.

Uploaded by

Kushagra Varma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
2K views1 page

The Webster and Wind Model

The Webster and Wind Model outlines four sets of variables that affect the organizational buying process: 1) environmental factors outside the firm, 2) internal organizational objectives and structure, 3) the buying centre group within the firm, and 4) individual influences on group decisions. The Sheth Model identifies three components of organizational buying: 1) individual buyer expectations and information sources, 2) whether buying decisions are made autonomously or jointly, and 3) methods for resolving conflicts in joint decision making such as problem solving, persuasion, or bargaining. Both models seek to understand the key factors that influence complex organizational purchasing.

Uploaded by

Kushagra Varma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 1

The Webster and Wind Model

This model includes four sets of variables which affect the  buying-decision making process in a firm:

1. Environmental : This includes variables like physical, technological, economic, political, legal,
labour unions, competition and supplier information
2. Organizational : These include objectives, goals, organisation structure, purchasing policies
and procedures, degree of centralization in purchasing, evaluation and reward system.

These variables particularly influence the composition and functioning of the buying centre,
and also, the degree of centralization or decentralization in the purchasing function in the
buying organisation.

3. Buying centre : The functioning of buying centre is influenced by the organisational


variables, the environmental variables and the individual variables.

4. Individual : The output of the group decision-making process of the buying centre includes
solutions to the buying problems of the organisation and also the satisfaction of personal
goals of individual members of the buying centre.

The Sheth Model


It includes three components and situational  factors, which determine the choice of a supplier or a
brand in the buying  decision making process in an organization.

1. Component 1 : It highlights that the differences among the individual buyers expectations
are caused by the background of individuals, information sources, active search, perceptual
distortion and satisfaction with past purchases.

Further the background of individuals depends upon their education, role in the organization
and life style. Perceptual distortion means the extent to which each individual participant
modifies information to make it consistent with his existing beliefs and previous experiences.

2. Component 2 : In this there are six variables, which determine whether the buying  decisions
are autonomous or joint. Larger the  size of the organization and higher the degree of
decentralization, more will be  possibilities of joint-decision making.

3. Component 3 : It indicated the methods used for conflict resolution in joint-decision making
process. Problem-solving and persuasion  methods are used when there is an agreement
about the organizational  objectives. If there is no such agreement, bargaining takes place.

Conflict about  the style of decision-making is resolved by politicking. Situation factors can be
varied like economic conditions, labour disputes, mergers and acquisitions. The  model does
not explain their influence on the buying process.

You might also like