Question

With the help of an example identify the 5 roles that people play in the consumer decision making process.

Answer 1

Answer:

1. Initiator

2. Influencer

3. Decider

4. Buyer

5. User

Explanation:

• Initiator:

A person who first suggests the idea of buying the particular product or service.

• Influencer:

A person whose view or advice influences the decision.

• 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

• Buyer:

The person who makes the actual purchase.

• User:

A person who consumes or uses the product or service.

A company needs to identify these roles because they have implications for designing the product, determining messages, arid allocating the promotional budget. If the husband decides on the car make then the auto company will direct advertising to reach husbands. The auto company might design certain car features to please the wife. Knowing the main participants and their roles helps the marketer fine-tune the marketing program.

Answer 2

5 roles that people play in the consumer decision making process.

• Initiator

A person who is the first to propose purchasing a specific product or service.

• Influencer

A person whose opinion or advise has an impact on a decision.

• Decider

A person who makes a purchasing choice, including whether to buy, what to buy, how to buy, and where to buy.

• Buyer

The individual who really makes the purchase.

• User

The one who consumes or uses the product or service.These jobs must be identified by a corporation since they have ramifications for product design, messaging, and promotional budget allocation.

If the husband chooses the model of automobile, the automaker will target his advertising to him. Certain automotive features may be designed to delight the wife by the automaker. Knowing who the primary players are and what their roles are aids the process.

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