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How valid is the buy-grid model? |
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| Authors: | Joseph A. Bellizzi Phillip McVey |
| Abstract: | The purpose of this paper was to test the effects of product type and purchase experience on industrial buyer behavior. The research was conducted in the commercial construction industry. The findings indicate that product type is a meaningful variable which is related to industrial buyer behavior; however, the purchase experience variable or buyclass variable is not significantly related to buyer behavior as measured in this study. |
| Keywords: | Address correspondence to: Joseph A. Bellizii Department of Marketing College of Business Colorado State University Fort Collins CO 80523 USA. |
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