Buyer choice theory emphasizes the reward structure rather than the buy-grid.

Question

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Buyer choice theory is a behavioral model that focuses on the decision-making processes of buyers. According to this theory, buyers are motivated by rewards, and therefore, the reward structure is more important than the buy-grid in influencing buyer decisions. The buy-grid is a framework that helps organizations understand the purchase process and factors that influence it. However, it is not the primary focus of buyer choice theory.

Buyer Choice Theory Emphasizes the Reward Structure Rather Than the Buy-Grid