All five roles in buying decision explained with an example.

1. UNDERSTANDING
CONSUMER BEHAVIOR
ASSIGNMENT

2. FIVE ROLES IN BUYING DECISION
INITIATOR A person who first suggest the idea of
buying the product
DECIDER
INFLUENCER
BUYER
USER
A person who’s advice/ views
influences the decision
The person who makes the actual
purchase
A person who decides on any
component of a buying decision
A person who consumes or uses the
actual product

3. Buying roles for IPhone
Mobile as a gift for your
sister who has cracked her
10th exam

4. INITIATOR
Here the Initiator is my sister for whom I have to buy an
IPhone with the condition that she will crack her 10th Board
exams.
The further steps will only take place if the above condition
stated is satisfied.

5. INFLUENCER
The following condition may be possible:
1. I have given my sister the proposal of buying the IPhone if
she passes her exam or,
2. She herself have purposed to gift her an IPhone if she
passes.
Here, if my sister cracks her 10 exam will influence my buying
decision.

6. DECIDER
The decider can be the an owner, any engineer or even the
buyer.
In this case the Decider will be myself who makes the final
buying decision, whether to make an purchase for my sister
or not.

7. BUYER
The buying decision will also lies in my hand. I have the
formal authority to select and purchase product and the
responsibility to implement and follow al procurement
procedure.

8. USER
The buyer being myself however the final user will be
my sister for whom I have purchased the IPhone.

9. THANK YOU