Buying Roles


Buying roles refer to the activities that one or more person(s) might perform in a buying decision. Six buying roles can be distinguished:

  1. Initiator: the person who first suggests or thinks of the idea of buying the particular product or service
  2. Influencer: a person whose views influence other members of the buying center in making the final decision
  3. 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;
  4. Buyer: the person who handles the paper work of the actual purchase
  5. User: the person(s) who consumes or uses the product or service
  6. Gatekeeper: the person(s) who controls information or access, or both, to decision makers and influencers.[1]



  1. ^ American Marketing Association, AMA Dictionary.

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