BUYING ROLES

Presented by:
Bishal Naskar (11)
Bisti Borah (12)
Debal Ray (14)
Debosmita Ghatak (15)
 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.
 INITIATOR
INFLUENCER
DECIDER
BUYER
USER
GATEKEEPER
INITIATOR

A person who first

suggests the idea of
buying the particular
product or service.
Consider the selection of a family automobile

INITIATOR

Teenage kids have suggested buying a new car

INFLUENCER

People who influence

the buying decision.
They often help define
specific action and also
provide information for
evaluating alternatives.
 INFLUENCER

A friend or relatives advice the family on the kind of car to buy

DECIDER
A person who decides
on any component of
a buying decision;
whether to buy, what
to buy, how to buy, or
where to buy
 DECIDER
Husband and wife have definite desire regarding the car’s size and interior
BUYER

The person who makes

the actual purchase
 BUYER

The husband make the financial offer

USER

A person who
consumes or uses the
product or service.
 USER

As a family everyone is going to use the car

GATEKEEPER

People who have the

power to prevent sellers
or information from
reaching members of
the buying center.
The gatekeeper controls
the information.
THANK YOU