Definition
Buying roles refer to the activities that one or more person(s) might perform in a buying decision. Six buying roles can be distinguished:
from collidu.com
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.
See Also
References
- American Marketing Association, AMA Dictionary.