What roles are perfumed in the buying decisions and who exactly performs these roles. For instance men normally choose their shaving equipment while women choose their cosmetics. Marketers are interested in knowing who plays the various roles in the buying decision because this will help them to adopt the right strategies.
We can distinguish five roles people might play in a buying decision.
1) Initiator: This refers to the person who first suggests the idea of buying the product or service.
2) Influencer: This refers to the person whose view or advice influenced the decision.
3) Decider: This refers to the person who decides on any component of a buying decision - whether to buy, what to buy, how to buy or where to buy.
4) Buyer: This refers to the person who makes the actual purchase.
5) Users: This refers to the person who consumes or uses the product or service.
