Answer to Question #283363 in Marketing for Papy

Question

Recall the last time you bought something expensive. Identify the different buying roles, who filled these roles and how a person affected the purchase decision

Answer 1

The most expensive thing that I have bought recently was a laptop.

Buying roles refer to the activities that one or more people might perform in a buying decision. Six buying roles were distinguished during my purchase for a laptop; firstly, there is the initiator who is the person who first suggests or thinks of the idea of buying the particular product or service. The second buying role goes to influencer and this is the person whose views influence other members of the buying center in making the final decision. The other buying role goes to Decider and this the person who ultimately determines any part of or the entire buying decision-whether to buy, what to buy, how to buy, or where to buy. Buyer performs another buying role and this the person who handles the paper work of the actual purchase.

Fifth buying role belongs to the User who is the person who consumes or uses the product or service. The last buying role goes to Gatekeeper and this the person who controls information or access, or both, to decision makers and influencers.

Everyone's  role in the society and at workplace has an influence in buying decisions. Therefore, each of these persons affected the purchasing decision by helping in reducing the price of the laptop.