The document discusses buying roles in consumer decision making. It describes five buying roles: initiator, influencer, decider, buyer, and user. The initiator identifies a need, the influencer influences the final choice, the decider makes the final choice, the buyer makes the purchase, and the user consumes the product. It then provides three examples to illustrate these different roles, such as a kindergarten student needing crayons where the initiator is the student, the influencer is the teacher/classmates, the decider is a parent, and the buyer/user is a parent or sibling. Understanding these roles is important for marketers to frame effective marketing strategies.