Exhibit 4-20 New York Palace targets upper classes

The initiator. The person responsible for initiating the purchase decision process; for example, the mother who determines she needs a new car.

The information provider. The individual responsible for gathering information to be used in making the decision; for example, the teenage car buff who knows where to find product information in specific magazines or collects it from dealers.

The influencer. The person who exerts influence as to what criteria will be used in the selection process. All members of the family may be involved. The mother may have her criteria, whereas others may each have their own input.

The decision maker(s). That person(s) who actually makes the decision. In our example, it may be the mother alone or in combination with another family member.

The purchasing agent. The individual who performs the physical act of making the purchase. In the case of a car, a husband and wife may decide to choose it together and sign the purchase agreement.

The consumer. The actual user of the product. In the case of a family car, all family members are consumers. For a private car, only the mother might be the consumer.

Figure 4-11 Roles in the family decision-making process

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