Roles arid Status

A person helongs to many groups - family, clubs, organizations. The person's position in each group can be defined in terms of both role and status. With her parents, Anna Flores plays the role of daughter; in her family, she plays the role of decision -making unit (DMU)

All the individuals who participate in, and influence, the consumer buying-decision process.

initiator

The person who fir at suggests or thinks of the idea of buying a particular product or service.

influence!

A person whose vievss or advice carries some weight in making a final buying decision; they often help define specifications and also provide information for evaluating alternatives.

decider

The person vaho ultimately makes a buying decision or any part of it - whether to buy, what to buy, how to buy, or inhere to buy.

buyer

The person who makes an actual purchase.

user

The person who consumes or uses a

Table 6.2

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