2. INTRODUCTION
• Buying roles brings together all those member who become involved in
the buying process for a particular product or service.
• The group includes the actual users of the product or service, those
who make the buying decision, those who influence the buying
decision, those who do the actual buying and those who control
buying information.
4. INITIATOR
A person who first
suggests the idea of
buying the particular
product or service.
5. Consider the selection of a family automobile
INITIATOR
Teenage kids have suggested buying a new car
6. INFLUENCER
People who influence
the buying decision.
They often help define
specific action and also
provide information for
evaluating alternatives.
14. GATEKEEPER
People who have the
power to prevent sellers
or information from
reaching members of
the buying center.
The gatekeeper controls
the information.