Buying roles refer to the activities that one or more person(s) might perform in a buying decision. Six buying roles can be distinguished:
- Initiator: the person who first suggests or thinks of the idea of buying the particular product or service
- Influencer: a person whose views influence other members of the buying center in making the final decision
- Decider: 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: the person who handles the paper work of the actual purchase
- User: the person(s) who consumes or uses the product or service
- Gatekeeper: the person(s) who controls information or access, or both, to decision makers and influencers.
- ^ American Marketing Association, AMA Dictionary.