Definitions
What are buying roles?
The functions different people perform in a purchase decision-making process.
Who starts the buying process?
Initiator
What is the first stage of the decision process?
Problem recognition
A student realizes their laptop is broken. What role?
Initiator
According to theory 6.6, what are buying roles?
The functions different people perform in a purchase decision-making process.
What is an influencer?
A person who influences the purchase decision.
Who actually uses the product?
User
What stage involves looking at reviews and information?
What stage involves looking at reviews and information? Information search
Parents compare prices before buying a phone. What stage?
Evaluation
Can multiple people have the same role?
Yes, several people can play the same role (e.g. multiple influencers).
What is a decider?
The person deciding whether or not to buy a product.
Who may give advice like friends, family or YouTubers?
Influencer
What stage compares alternatives?
What stage compares alternatives?Evaluation
A YouTuber reviewing products affects your choice. What role?
Influencer
Can one person have multiple roles?
Yes, one person can be initiator, decider, buyer, and user.
What is a buyer?
The person responsible for making the purchase.
Who makes the final decision?
Decider
Purchase decision
What stage is choosing the product?
A mother decides which cereal to buy. What role?
Decider
What type of purchases involve the most roles?
High-involvement considered purchases
What is a user?
The person who uses the product.
Who makes the purchase?
Buyer
What stage involves looking at reviews and information?
Post-purchase evaluation
The father buys groceries after being told what to buy. What role?
Buyer
What is an external influencer example?
e.g. YouTube