It is of utmost importance for the marketer to
identify who makes the buying decision, the types of buying decision involved
and the major steps in the buying process.
For several products it is not so difficult to determine the buyer as
the buying unit involves more than one individual. The marketer has to accept
that a set of purchase role exists and enter into play within the family.
Different roles can be identified which determine how families make buying
decisions.
Individual might play one or more roles in a buying
decision:
A person who first suggests or thinks of the idea of
buying a product or service plays the role of an initiator.
A person who advises to influence the buying
decision acts as the influencer.
Once a person makes a ultimate buying decision or a
part of it performs the role of a Decider.
The person making an actual purchase is the Buyer.
The individual consuming or using a product or
service is known as user or consumer.
A marketer needs to identify who plays these roles
as they influence product design and advertising message decisions.
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