The presentatiion will help you to understand more about buying roles in consumer behaviour.

3. TOPIC
Buying Roles In
Consumer Behaviour

4. CONSUMER BEHAVIOUR
The study of the processes involved when
individuals & groups select, purchase, use or
dispose of
 Products
 Services
 Ideas or
 Experiences
to satisfy their needs & services
(Michael Solomon,1996)

5. Frequently Ask Questions …….?
 What the consumer buy ?
 Why they buy it ?
 When do they buy it ?
 Where they buy it ?
 How often they buy it ?
 How often they use it ?

6. BUYING ROLES IN CONSUMER
BEHAVIOUR
There are five roles in buying roles:
 Initiator
 Influencer
 Decider
 User
 Buyer

7. INITIATOR:
The first person to suggest the idea
of buying.
INFLUENCER:
A person whose views impact the
buying decision.
DECIDER:
The person who decides on what,
when & where to buy the product or service.

8. BUYER:
The actual purchaser.
USER:
The person who uses/consumes the
product or services.

9. EXAMPLES

10. Children’s Snacks
 The child’s friend or media would be the
influencer.
 The child is the initiator.
 The parent would be the decider.
 The parent is also be the buyer.
 The child would be the user.

11. A Laptop Is An Expensive & Complicated
Purchase:
 In a family situation, the son or daughter who
is studying may be initiator.
 A friend might be the influencer.
 The parent would be the deciders & buyers.
 The son/daughter/parents will be the users.

12. A Husband Gift Diamond Ring For His Wife:
 In this situation, the husband who is initiator.
 A media or wife might be the influencer.
 The husband would be the deciders & buyers.
 The wife will be the user.