What roles are performed in buying decisions and who exactly perform these rules? For instance men normally choose their shaving equipment why women choose their cosmetics marketers are interested in knowing who plays the various roles in the buying decision but 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 suggests the idea of buying the product or service.
2. Influencer: this refers to the person whose view or advice influences the decision.
3. Decider: this refers to the person who decides on any components 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. User: this refers to the person who consumes or uses the product or service.
